Award winning and globally acclaimed designer, Joey Ruiter pushes through the boundaries of the norm and finds new ways to solve problems which leads to products that are as useful as they are jaw dropping. He has the ability to see around the expected and to notice the unexpected in otherwise ordinary things. He can’t wait to strip a machine down to the bare parts so that he can start over. From office furniture makers and power boaters to urban fashionistas, Ruiter helps businesses redefine and reintroduce their products to the design-savvy public who is always ready for something new.

With over 25 design patents, you can find Ruiter featured in a wide range of various media including Popular Science, Metropolis, GQ, Auto Blog, Discovery Channel and GeekWeek. When he’s not meeting with industry leaders or magazine interviewers, he’s probably at home in West Michigan doing what he loves best. Making things. Things that are seen, made and sold all over the world.

We are always looking for new challenges and partners, contact us at

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CONSUMER | Dec 2016

What disrupts what we expect to see? And helps us to look beyond what we already know? 

Is it the shape, the sound, the size?
Is it when something disrupts the expected? 

What makes us wonder what’s next and causes us to begin making the future?

I don’t always know where these questions will lead, but I like finding out.




PHOTO on white: Mike Vanderkallen, studio V photography /

PHOTO outside location: Brian Kelly /



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CONSUMER | Nov 2016

The CONSUMER car raises questions about the basic form and function of motoring. Building on what we love the most about cars, The DRIVE.

Video, BaasCreative

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TINNIE 10 side by side vessel | Sep 2016

Small boating sitting side by side.

Formed 1/8” thick aluminum, welding, powder-coating

White oak plank flooring, Xorel upholstered seating, 6hp 4-stroke motor / Electric options

10’ 0”
3 m

1.9 m

Transom  Height
0.4 m

Max. Horsepower
10 hp
4.4 kW

Hull Thickness

173 lbs
79 kg

Max. Capacity
2/500 lbs
2/226 kg

1 Bench

Design: Joey Ruiter,
Photo credits: Dean Van Dis,

Stay tuned for our Grand River Regatta Race series summer 2017! Early racer entries are starting to be accepted. Send an email for any info and sponsorship opportunities to INFO@JRUITER.COM

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SNOPED / | Apr 2016

Experience winter travel on a whole new level. Lightweight chassis and cafe bike race posture, the Snoped will get you there in style. Inspired by some of our favorite winter apparel brands, this bike extends riding on top of the snow even further.

length: 76”
width” 6” (handle bars 26”)
motor: 90cc
materials: aluminum / composite
track: 1980/something Chrysler Sno-runner

design: Joey Ruiter
fabrication: Jeff Long
Photography: Dean Van Dis
Photography: Brian Kelly
Film: Baas Creative


Helmet: Electric Mash-man
Jacket 1: Aether Apparel
Jacket 2: G-Star RAW
Pants: Belstaff
Boots 1: Ralph Lauren Black
Boots 2: Aldo
Gloves: Burton

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Leo, Press release, grand rapids chair | Jun 2015

Leo, Grand Rapids Chair

Tel: (248) 346.6497

Third collaboration between Grand Rapids Chair and Ruiter marks milestone in design and manufacturing
GRAND RAPIDS, MI - Grand Rapids Chair Company, a Michigan based commercial and hospitality furniture manufacturer, and industrial designer and West Michigan native Joey Ruiter team up for the third consecutive time to create the bold and brash Leo collection. This collection pushes the design and engineering limits for both the Company and designer, signaling the forward thinking nature of the Company and furniture collections to come.
The collection will make its debut during NeoCon 2015 in the Grand Rapids Chair showroom, located at suite 394 of the Merchandise Mart. Leo is a stainless steel chair with distinct steel tubing, suited for indoor or outdoor eating spaces. The collection is available in an armchair or armless application as well as in a metal or wood dowel leg base.

Industrial designer Joey Ruiter knew he was going to make something unique with Leo. Ruiter simply describes Leo as “a twist on a classic form.”
Ruiter drew inspiration from the suspension on his 1962 Lincoln Continental. The four vertical lines in the back of the chair reflect the simple tubing of the car’s updated rear suspension. Ruiter noted, “I try to keep an unrestricted eye open, so inspiration is never limited in a particular category.” The designer also paid homage to the design aesthetics of the 1980’s: flamboyant, unashamed and unapologetic.
But Leo is more than just a funky chair; it’s a design statement for both Ruiter and Grand Rapids Chair Company. While Leo is certainly modern and eye-catching, it’s not meant to follow trends, but rather to influence. Leo leaves a memorable impression through a design based on contradiction and juxtaposition. The steel tubing is bold and delicate; the back of the chair features distinct steel bends, yet the soft curvature of the frame provides a much-needed aesthetic balance. Together, the two design extremes work in an unexpected way.
The seemingly simple design also tested engineering and manufacturing capabilities. The Grand Rapids Chair engineering team achieved the illusion of a seamless, continuous silhouette through complex multi-plane steel bending and tailored coped joints and welds.
Grand Rapids Chair Company Marketing Director, Jill Frey, detailed, “Leo, to us, represents our overall desire to bring unique, influential pieces to the market, our growth in our outdoor seating options and our continued relationship with West Michigan designers and talent. Leo is our representation of growth in development, design and manufacturing.”
The minimal silhouette offers a casual modernity, making it easy to picture Leo in a variety of dining spaces. Indoor options include wooden or metal dowel legs as well as upholstery, while outdoor uses all stainless steel.
The Leo collection will debut at the NeoCon 2015 showroom, and will be available late fall 2015.
About Grand Rapids Chair Company
Founded in 1997, Grand Rapids Chair Company is a family business that has grown into one of America’s leading providers of seating and tables for corporate, commercial and hospitality environments. The company has built its reputation by offering superior-quality products, peerless custom capabilities and quick lead times. Local manufacturing facilities enable the company to maximize quality control for its worldwide customer base and contribute to a finer quality of life for its employees and community.

Media Contact
For Grand Rapids Chair Company:
Dean Jeffery
(616) 292.5624

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Sylvi Modular Lounge Collection Izzy Coatrack

Sylvi lounge collection, IZZY+ | Jul 2015

Create a space within a space:
Residential appeal meets contract quality in new Sylvi modular lounge collection from izzy+

How do you create a fresh, personal space that feels and looks like you’re working at home … that also provides an enclosed sense of privacy … and does both, whether in a public hotel lobby or a corporate cafe?

Designer Joey Ruiter is smoothly reframing workspace that intuitively appeals to people who want a quick touch-down spot as well as a sense of solitude. His newest concept for izzy+ is the Sylvi modular lounge collection, an inviting take on modernist-style furniture that’s destined to flourish as a designer favorite.

Why? Because it’s suitable for any setting. Sylvi pairs perfectly with people working outside traditional office spaces, and it looks equally at home in upscale lobbies, break-out spaces and those in-between places where you just need to recharge and take a break. Perhaps its finest point, Sylvi offers residential-like comfort while holding its own under the wear-and-tear pressures of the corporate world.

“The sweet spot for Sylvi’s design is being something that you’d want to take home. It’s something covetable that wasn’t prescribed for a specific building or institution, but still works in those spaces,” says Ruiter. His ongoing exploration of second and third spaces with izzy+ includes the award-winning Dewey 6-top table and learning collection, as well as architectural elements like the Nemo bar and trellis – a hub for reflection, connection and collaboration.

Creative canvas
Sylvi has clean lines and a straight-forward design to inspire a range of modern looks with high fabric efficiency. “Sylvi is truly a creative canvas. Designers will really appreciate the simple form language that allows bold patterns to take center stage without the disruption of seams or conflicting forms and curves,” says Allison Roon, director of design for izzy+. “The upholstery can waterfall over the cushion edge without seams as well to maximize pattern matching and fabric yield.” 

Fun functionality
Embracing mobile technology, the metal frame hosts hidden USB and power plug-ins. This under-cushion channel also helps connect embedded tables, magazine rack and coat hook accessories. A wide range of rectilinear or angular shapes can be created with Sylvi, on a large or small scale.

Purposeful privacy
Attachable backer panels allow designers to create a space within a space with Sylvi. The slight tilt and exacting height of the laminated panels offer the optimal degree of open enclosure. You know you’re in a private space – and you have line of sight to the people and the activity surrounding you. No surprises!

The Sylvi sofa seat and back are made of cut urethane foam. The frame is a 1x1 inch square powder coated steel tube with welded construction, available in all izzy+ Flavors powder coat colors. Two formed steel sheet metal channels add strength, structure and stability to support the cushion, and also anchor accessories. With 1x1 inch steel tube base, each table is made of high pressure laminate with ABS edge banding. An embedded mechanical fastening system allows convenient, efficient knockdown shipping. SCS Indoor Advantage™ Gold and BIFMA level® 1 certification are pending.

The Sylvi lounge collection is designed for izzy+ by Joey Ruiter, a major influence on today’s human-centric workplace and learning design.

Media contact: Clare Wade | 616.550.7261 |

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LO-RUITER longboard / skateboard | Jan 2016

Getting to your destination matters. But how you get there matters too.
What if the daily commute was your favorite part of the day? It might be with one of these.
Introducing the Lo-Ruiter longboard / Skateboard designed by Joey Ruiter.
It’s a modern twist on the traditional skateboard that creates the illusion of floating.  

Deck: molded maple multi-ply and carbon fiber

Wheels: Arbor MOSH, the sucrose initiative, 65mm 82A, CP 36mm/OS 0.0mm

Trucks: Caliber II Legacy Blackout 10" 50 degree

Q&A with Joey Ruiter

Why a skateboard?
I personally love skating but we don’t set out to design anything specific like a skateboard, toothbrush, car or chair.  We explore problems and imagine the possibilities.  A lot of my work is the constant search for simple, pure and obtainable transportation.  In this case, it was to create a simple mobile device to fill in-between traveling after a car, train or bus ride.  The result was a redefined skateboard, not just for skaters but for everyone.  

How does it ride?
It’s just as functional as it is sophisticated.  It’s smooth, fast and easy to use.  It has quick starts, you can break with your foot over the rear wheels and you can get some speed due to the longer wheelbase. The generous size of the top allows for multiple positions, walking front to back, riding switch, and since the wheels are enclosed, it’s hard to kick the wheels on accident while pushing.  It’s super easy to carry around and lean against a wall.  So, if you’re first thought does it carve?  Don't worry, it doesn’t scrap the ground.

Who’s it for?

Since it has a traditional longboard ride its for a lot of riders in many landscapes. I envision a “suit” riding it into the office. Someone who at heart is still a skater but is a bit more modern.

What was challenging about this project?
The world of skateboarding is already awesome, so there was a distinct challenge right up front to reinvent this mobile staple in a new and inspiring way.  That’s the power of design.  It can transform and point us toward something completely new with a simple form or gesture.

The biggest challenge of all my projects is always to keep it simple. Then it’s actually listening to the data and criteria. As a designer, I’m presented with crazy thoughts, forms and ideas that don’t really apply to projects but I want them too. Listening to the clear answers is sometimes difficult if it is going against where you thought it should have gone.  But it’s always better in the end.

Why is the shape so different from traditional skateboards?
We wanted be as close the icon hover-board without any ridiculous technology. Skating is so great because it is so simple. So the biggest challenge was to give the look and feel of floating above a surface. The cutout shapes are a result of the low deck and wheel clearance, the holes allow you to break when you put your foot over them, and the flat ends allow it to easily be stored upright. The lines, language and gestures add up to a sleek human powered product on wheels that has a personality of it’s own.

Where can I get one?
Not sure yet. J.RUITER might make a limited run and then look for an existing brand for full production. Let us know if you want one and we will get back to you. $295

photo credit: Dean Van Dis

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Joey Ruiter’s latest stripped down urban commuter for INNER CITY BIKES.

Bike smaller without compromising comfort, ride position, and efficiency. Small for easy storage, light weight and very maneuverable. Offering quick start ups, and a fashion first first culture approach. Standard with a 1x10 drive train disc brakes and completely customizable.

Set yourself apart from the crowed field of commuters.

quote your new ride at-

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TWOFOURSIX by Nurcraft furniture | Jul 2015

Two4Six improves collaboration within the private office. Individuals can work autonomously and leverage the same Two4Six desk to effectively collaborate with one to three other individuals, without having to leave their office. The versatility of Two4Six enhances real estate investment and reduces stress on overbooked meeting rooms.

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REBOOT BUGGY: photos by Brain Kelly | Aug 2014

silver lake state park, 8-25-2014 @ 6pm

photo by Brian Kelly

Prints available upon request / subject BKbuggy print

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BOLD one collection | Jun 2014

The fully height-adjustable double pedestal desk featured in the One Collection is completely at home in private offices; its equally comfortable in open, collaborative spaces. There’s nothing simpler than furnishing a One Collection office: one person, one part. Complement with screens and credenzas as you choose. Designed by Joey Ruiter.

\"After two years of research we ended up with a handful of contradictory needs. In first couple of full sized mockups, we realized we had a modern "tanker" desk. The right mix of proportion, materials, and components, made something wonderful for us today."

At its core it is a double pedestal desk from the turn of the century. "I went back all the way to the beginning, the reference, and the start to what we know today as the office. We have come full circle." This desk is more relevant today than ever. One person, one desk. Height adjustable, 22" to 50", power integration in drawers tucked under the work surface, and simple storage that meets our needs today.

BOLD One Collection

Sit-to-stand at a double-ped desk. Yes, it is possible.

Just as suited to private offices as collaborative spaces.

Our commitment to sustainability includes cradle-to-cradle design practices. We plan manufacturing to minimize waste, and take into account needs for water and electricity. We use recycled materials whenever appropriate, and design for easy recovery and reuse of materials. Our finishes and glues are water-based, emitting no VOCs.

BOLD Furniture warrants its products to be free from defects in materials and workmanship found during normal usage for these warranty periods: lifetime for desk and table legs and file and storage handles; twelve years for laminate products and plate and step casters; and five years for wood veneer and MDF products, drawer slides, and accessories.

Appropriate Scale
Aesthetic Range
Height Adjustability
Application Versatility
Stable, Durable Base
Perforated modesty panels balance the scale of the desk, which is visually pleasing individually or in groups in a shared work area.

Bold Furniture

2291 Olthoff Drive
Muskegon MI, 49444

P: 888.687.6400
F: 231.773.506

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