What studio Boot does

Studio Boot is a Dutch design studio founded in 1993 in 's-Hertogenbosch by Petra Janssen and Edwin Vollebergh, operating across four disciplines: graphic design, photography, spatial/architectural design, and product design. The studio serves cultural institutions, government bodies, healthcare organizations, design brands, and manufacturers, with named clients including Design Museum Den Bosch, Montis Furniture, Red Rag Shoes, Koziol, Raad voor Rechtsbijstand, Cello Healthcare, and Reinier van Arkel. Its work spans brand identity systems, exhibition design, publication design, interior design, and campaign development, delivered as bespoke commissions.

The studio's distinctive methodology centers on Social Label, a foundation co-founded in 2014 with Simone Kramer (C-mone), which designs customized products with workshops employing people at the margins of the labor market, connecting 17 designers, 14 workshops, and approximately 150 makers. This is physically anchored at the Werkwarenhuis, a 10-year placemaking project on Tramkade in Den Bosch that combines the Social Label Lab, Club W event space, and Restaurant Van Aken. Studio Boot self-publishes books (Social Label Works, Piet Hein Eek volumes, A Piece of Cake) and sells posters and products through its studioboot.eu e-commerce shop and partner retailers.

Studio Boot generates revenue through three streams: commissioned professional services (brand identity, spatial, exhibition, and campaign design), one-time product sales (posters, books, Social Label products, NLXL wallpaper designs), and publishing. Pricing is project-based and not publicly disclosed. The studio relies on the international design exhibition circuit (Dutch Design Week, Milan Design Week, Paris, Madrid Design Week, World Design Capital Lille, Triennale Milan) and earned media for top-of-funnel visibility, while its direct commissions and e-commerce shop handle conversion. It is privately held by its two founders with no external institutional investment or parent company.

Name

studio Boot

Legal name

Studio Boot

Website

https://studioboot.nl

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Studio Boot is a 's-Hertogenbosch-based Dutch design studio founded in 1993 that delivers graphic, photographic, spatial, and product design for cultural institutions, government, healthcare organizations, and design brands, while operating the Social Label social design movement and Werkwarenhuis creative hub.

Ownership category

akta.pro rank

Headquarters

HQ city

's-hertogenbosch

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Design Services: Commissioned graphic design, identity systems, spatial design, and interior design for cultural institutions, government bodies, healthcare organizations, and commercial clients. Projects include brand identity, exhibition design, publication design, and campaign development.
2. Product Sales: Sale of designed products including posters, books, wallpaper designs (NLXL), Red Rag children's shoes (ongoing collaboration since 2005), and Social Label products. Studio Boot operates an e-commerce shop at studioboot.eu.
3. Publishing: Self-published books and catalogs documenting projects and design philosophy, including 'Social Label Works', 'A Piece of Cake' cookbook, and exhibition catalogs. Books sold through own shop and at partner retailers.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Studio Boot is a multi-disciplinary Dutch design studio offering commissioned graphic design, brand identity, photography, spatial/architectural design, and product design services. Beyond client work, the studio operates Social Label, a social design movement pairing designers with workshops to create meaningful employment for people at the margins of society, and Werkwarenhuis, a placemaking cultural hub in 's-Hertogenbosch.

Product overview

Studio Boot is a multi-disciplinary design studio based in 's-Hertogenbosch, Netherlands, operating since 1990. The studio offers integrated design services across four core areas: graphic design, photography, spatial/architecture design, and product design. Their portfolio includes brand identity work (Montis furniture, Red Rag Shoes, Koziol), wallpaper and product collaborations (NLXL, Storytiles), and their own publications. Their notable initiative is Social Label, a social design laboratory creating meaningful work for people at the margins of society, which has won the Dutch Design Award 2018 for Best Client. The studio also operates the Werkwarenhuis, a ten-year placemaking project on Tramkade that includes the Social Label Lab, Club W event space, and Restaurant Van Aken. Services are delivered as custom design projects rather than a platform-plus-modules architecture.

Differentiator

Problem solved

Functional benefit

Brands

• Social Label: Social design movement that designs customized work for people at the margins of society, creating meaningful employment and inclusive design products
• Werkwarenhuis
• Club W
• Nieuwe Bossche School

Products and services

• Graphic Design Services Visual communication design services including posters, branding, identity systems, book design, packaging, and campaign materials for cultural institutions, government bodies, healthcare organizations, and commercial clients.
• Photography Services

Quantifiable outcome

• Social Label connects approximately 150 makers with meaningful employment across 14 workshops
• +2 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

18 partnerships are on record, tiered core, flagship and minor.

• Piet Hein EekcoreStrategic or Co-development Partner · 1 May 2015Leading Dutch designer who has collaborated with Social Label on multiple product lines (Social Label >HOUT, architecture of Werkwarenhuis). Studio Boot has designed multiple books documenting his work (Piet Hein Eek books 2 & 3). Regular collaborator on design projects and exhibitions since approximately 2010.
• Simone Kramer (C-mone)flagshipStrategic or Co-development Partner · 1 May 2014Co-founder of the Social Label initiative alongside Petra Janssen. Simone Kramer runs C-mone, a culture and communication consultancy. Together with Studio Boot they established Social Label as a movement for social design and the Werkwarenhuis creative hub. This is the core strategic partnership underlying the studio's social design practice.
• Design Academy EindhovencoreStrategic or Co-development Partner · 1 January 2013Petra Janssen taught at DAE for over 15 years in the Man and Communication department. Studio Boot has designed graduation catalogs and participated in DAE presentations at Milan Design Week. Ongoing relationship with the design school for student engagement and collaboration.
• Borre Akkersdijk (BYBORRE)coreStrategic or Co-development PartnerCollaborated on Social Label >SCHORT (City Dwellers program addressing school dropout). Borre's expertise in textile innovation combined with Social Label's employment mission. Petra met Borre through her teaching at DAE.
• Dick van HoffcoreStrategic or Co-development PartnerDesigner collaborator on Social Label >VEEG product line with Cambio Deventer. The VEEG product was nominated for Dutch Design Awards 2016 and featured in the Broken Nature exhibition at Triennale Milan 2019 curated by Paola Antonelli.
• Lidewij EdelkoortcoreStrategic or Co-development PartnerWorld-renowned trend forecaster and design educator. Contributed essay to Social Label Works book and curated La Manufacture exhibition at World Design Capital Lille 2020 featuring Social Label. Collaborated on Anti-Fashion conference where Petra spoke.
• Edwin VolleberghflagshipStrategic or Co-development PartnerCo-founder of Studio Boot alongside Petra Janssen. Edwin handles graphic design, poster creation, and interior design work. Opened Club-Restaurant Van Aken in Werkwarenhuis 2016. Creates posters for Club W events and designs Social Label products including >KOM collection.
• Kiki van EijkcoreStrategic or Co-development PartnerDesigner collaborator on Social Label >LICHT with Ribw Brabant workshop. Known for distinctive personal aesthetic applied to social design products.
• Roderick VosminorStrategic or Co-development PartnerCollaborated on Social Label >VAAS withartenzo Tilburg. Dutch designer known for distinctive furniture and product design.
• Cello HealthcarecoreStrategic or Co-development PartnerHealthcare organization partner for Social Label >KOM storytelling crockery and other products. Provides workshop environment where people with disabilities create design products under the Social Label methodology.
• Reinier van ArkelcoreStrategic or Co-development PartnerHealthcare organization (mental health) collaborating on Social Label >KOM products with Cello. Provides workshop setting for makers with psychiatric conditions.
• NLXLminorChannel Partner/ Reseller/ DistributorStudio Boot's wallpaper designs (Graphic Chevron, Paper Flowers) included in NLXL's Monochrome Collection, distributed internationally through their network. Designs presented at Salone del Mobile 2018 at Spazio Rossana Orlandi.
• Montis FurniturecoreStrategic or Co-development PartnerComplete brand identity redesign including visual identity, typography, website redesign, photography direction, and product design (Pillow Sunrise). Studio Boot acts as ongoing creative partner for the Dongen-based furniture brand.
• Red Rag ShoescoreStrategic or Co-development PartnerOngoing creative partnership since 2005 for Dutch children's shoe brand. Studio Boot handles concept, design, storytelling, branding, art direction, styling, and photography for all collections. 15+ years of continuous collaboration.
• Woonbedrijf EindhovenminorOthersCommissioned Studio Boot for complete concept and design of Home Sweet Home magazine/book for SAS-3 residential project on Strijp-S. Won communication prize Brabant for this project.
• Raad voor RechtsbijstandminorOthersGovernment client for brand identity and visual language development. Studio also handled interior design for the council's offices.
• Textielmuseum TilburgminorStrategic or Co-development PartnerExhibition design and co-creation collaboration at TextielLab. Created exhibition for the museum's TextielCafé.
• Kazerne EindhovenminorStrategic or Co-development PartnerHome of design venue for which Studio Boot developed identity and visual language. Regular exhibition and event partner during Dutch Design Week.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Experimental Jetset: Amsterdam-based small design studio known for conceptual, poster-driven, and identity work for cultural clients. Closely comparable to Studio Boot in studio size, founder-driven creative process, poster and publication output, and cultural-institution client mix.
• LUST: The Hague-based design studio working across graphic, data-driven, and interactive design for cultural and public-sector clients. Comparable to Studio Boot in its Dutch cultural-institution client list, exhibition presence, and integrated design practice.
• Total Design: Long-established Amsterdam design firm with deep government, cultural, and corporate identity work. Comparable to Studio Boot in its Dutch cultural and government client base, though operating at a substantially larger scale.
• Thonik: Amsterdam-based multi-disciplinary design studio working across identity, motion, and exhibition design for cultural and public-sector clients. Comparable to Studio Boot in its Dutch design-week exhibition presence, identity-led practice, and cultural-institution client base.
• Studio Dumbar: Dutch identity and graphic design studio founded in 1977, known for cultural and institutional brand work (e.g., Dutch government identities). Highly comparable to Studio Boot in its mix of cultural-institution clients, social-relevance design philosophy, and similar scale and longevity.
• Bureau Mirko Borsche: Munich-based design studio producing cultural, identity, and poster work for major institutions. Comparable to Studio Boot in its founder-driven practice, poster and cultural-institution output, and design-award profile.
• Studio Job: Dutch design duo producing self-initiated products, graphics, and limited-edition objects sold through galleries and museums. Comparable to Studio Boot in its self-published books, products sold through own e-commerce, and integration of product and graphic design.

Broad incumbents

• KesselsKramer: Amsterdam-based independent creative agency working across advertising, identity, and cultural campaigns. Comparable to Studio Boot in its cultural-sector work and Dutch base, but operates as a broader full-service agency rather than a design-led studio.
• Droog: Dutch design platform and brand that curates, produces, and distributes design products with a strong social and conceptual orientation. Comparable to Studio Boot in its Dutch design-product distribution model and social-design positioning, though Droog operates as a broader platform/brand rather than a client-services studio.

Emerging players

• Atelier NL: Dutch design studio working on material research, local production, and social-impact product design. Comparable to Studio Boot in its Dutch base, social-design orientation, and integration of product and spatial work.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pages/Studio-Boot/178508632190449
• LinkedInlinkedin.com/company/studio-boot

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about studio Boot