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.

Joey Ruiter is redefining expectations in the world of art and design. A major influence in the global design community, he has earned best-in-class recognition for his work. His signature is design that meets everyday needs in surprising ways — pushing limits to confront established expectations. His eclectic mix ranges from office furniture to sculpture, concept watercraft to
household objects, even bicycles and birdhouses.

“I see the designer’s role to lead people to what’s next… to push, to
imagine, to create something great. It is important to me that people
find a relationship with the objects that I create, inspiring creates
new stories, memories and interactions with each other. Ultimately,
that's really what it’s all about.” joey ruiter

We are always looking for new challenges and partners, contact us at info@jruiter.com

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Petersen Automotive Museum DISRUPTORS exhibition | Jul 2019

Having adopted the fundamental principles of reductionism, designer Rem D Koolhaas and industrial designer Joey Ruiter apply a minimalist approach to the look of conventional objects in independently conceived, yet complementary ways.  Both Koolhaas and Ruiter share a self-imposed mandate to strip all expectation of conformity from products ranging in scope from footwear and furniture to automobiles and motorcycles. Yet while their goals are shared, they pursue them through their own respective companies, United Nude and J. Ruiter.
Seizing an opportunity to create (and then cater to) a growing demand among enlightened, progressive consumers for the sophistication of simplicity, Koolhaas and Ruiter have eschewed a traditional design approach and in doing so left themselves free to mold familiar objects in unexpected ways.  A happy byproduct of such a practice, their simple designs also obviate many of the production problems that one would expect to encounter had the objects been more traditionally complex.
Together, Koolhaas and Ruiter jointly expose the barriers posed by currently accepted manufacturing methods, which have resulted from binary conceptualizations of production (form versus function), costs (time versus money), and resources (labor versus materials).  By eliminating gratuitous complexity, they have imbued their creations with a technical sophistication that could not have been achieved otherwise. Deliberately titled Disruptors, the Petersen Automotive Museum exhibition presents the works of two designers whose markedly different approaches upend the norm by superimposing technology and art on one another.


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HERMAN MILLER / Canvas Vista | Dec 2018

Designer Joey Ruiter’s studio is a tall pole barn painted black,
nestled among trees in West Michigan. Sketches of designs ranging from
half-baked to fully realized clutter the walls, and to some, the random
materials strewn about could seem chaotic. But to Ruiter, they sit at
the heart of how he works best—a little chaos, followed by a lot of

You’ll find designs like Ruiter’s all-black, slim-cut
snowmobile moped that just arrived back home after a jaunt at New York
Fashion Week as well as a wall of bulky tires and an all-black deer
trophy. His ability to stitch together unexpected elements to create
highly functional designs might seem like a bit like mad science. But
this curious, spontaneous approach has led him to reimagine conventional
office furniture designs, resulting in products like Canvas Office

“It’s like an approach of a mad
scientist—I can handle a lot of conflicting issues at once and make
sense of it by stripping it down and getting to the core of it.”

Herman Miller approached Ruiter about a new addition to Canvas
to get a different perspective. The request? A workstation that fit
within a compressed footprint, all without compromising people’s
experiences or reverting to a benching application. He sketched out a
few ideas right away that would become a very close match to what Canvas
Vista looks like today.

For the next year, Ruiter tweaked and tuned his design, trying to strip
the desking system down to the essentials. To him, the best designs seem
effortless, where you don’t see the complex engineering that brings
them to life. They should look simple, too. Ruiter didn’t want Vista to
have anything that felt like filler—add-ons without purpose.

One of Ruiter’s “aha” moments came from considering the view from the workstation—hence the name Vista.

Some of his first iterations had arches and doorways to help frame the
view of a person sitting at the desk. But Ruiter quickly realized that
those were unnecessary. He could specifically imply space and give
people privacy, intimacy, and real boundaries—and a sense of ownership
for their personal workspaces—without a literal opening.

So Ruiter created implied planes and boundaries throughout the
workstation, like the open-frame screens and the T-shaped light. These
open frames sit atop the power chase, which has screens that can be
closed for privacy or opened for conversation. The
multi-functional T-Light provides light and gives a visual cue for
boundary. With parts that have more than one purpose, freed-up space can
be better used.

The result is a cleverly efficient design that has everything
it needs and nothing that it doesn’t. How do you do more for people with
less space? Canvas Vista provides the right kind of space for people
while giving organizations a lot more to work with.




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Not every sketch is perfect, glamorous, or even legible... but this is the real work and thinking that lead to the production of the new Herman Miller's Canvas Vista system.

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MOTO UNDONE | Mar 2019

From the familiar to the unexpected, MOTO UNDONE ignores what makes motorcycles interesting.

At jruiter I.D. we want to re-set the definition of a motorbike by stripping away historical attributes that make them so great. It’s hard to image a motorcycle without fancy paint, overpowered motors, exposed mechanical genius, and sweet exhaust tones.

Moto undone is pure generic transportation and by motorbike category definition it isn’t very cool.

There motorbike references are small and when someone is riding they are all you see. The bike almost disappears. The rider just floats along the streets silently.

Powered by a 1500w 48v electric hub motor, MOTO UNDONE has a range of 90 miles or about 3 hours. All gauges and riding information, like speed and gps, is displayed through smart phones by downloadable apps.

photo credits, Dean Van Dis
rider, Pete McDaniel

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TEKTON Question Convention / Joey Ruiter | Jan 2019

"I want to make things people have never seen before." Joey Ruiter, Designer  

We set out to find stories of craftsmen who inspire us—people who believe that well-made hand tools support a life of authenticity and meaning. Today we're featuring designer Joey Ruiter from our hometown, Grand Rapids, Michigan.
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$49 bicycle - | Jul 2018

By design we can disrupt whole industries. By design, we can change the norms, set new expectations, and create new stories. 

This concept pushes toward simple urban transportation that we don't need to worry about as much. 

The $49 creates new opportunities for many new stories. 

Fly to a new city, bike a bike online for $49 and have it shipped to your destination. When you're done with your trip, give it away. Its cheaper than rentals, more reliable, and no stiff penalties for theft or damage.

$49 isn't a pipe dream. We purchased adult bikes shipped free for less than $65. Stripped the access, found lower cost alternative components, and simplified construction by reducing welding, material, and cutting.

We want to work with a major brand to make this reality. So if you are Huffy, Kent, Granite Peak, Roadmaster, Mongoose, Dynacraft, Schwinn, or Next, please shoot us a line....


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check them out!


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SNOPED version 2 | Feb 2018

Bonkers x 2

110cc Yamaha power train

4 speed

Timbersled Ripper 90 track system

dog named "Brandy"

photo by: Brian Kelly  https://www.briankellyphoto.ne...

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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, www.jruiter.com
Photo credits: Dean Van Dis, http://www.deanvandis.com

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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REBOOT BUGGY: photos by Brain Kelly | Aug 2014

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

photo by Brian Kelly


Prints available upon request
info@jruiter.com / subject BKbuggy print

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