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 info@jruiter.com

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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 1×10 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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Sylvi lounge collection, IZZY+

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 1×1 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 1×1 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 | clare.wade@izzyplus.com

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Leo, Press release, grand rapids chair | Jun 2015

Leo, Grand Rapids Chair

Tel: (248) 346.6497
Email: djeffery@grandrapidschair.com

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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TWOFOURSIX by Nurcraft furniture

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
info@jruiter.com / subject BKbuggy print

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Bold ONE collection / giving water | Apr 2015

I am really proud to be working with Bold Companies. Selling desks to give water filters away. Pretty awesome.

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Combining our love of American muscle and off-roading.

When products work well in the worst extremes, it will work that much better in normal use. No curb, parking gate, city ramp, pot-hole, or incline will ever be an issue.


Meet the CONCEPT Dodge Challenger A/T with more muscle than ever. It’s sleek enough for the city nightlife and rough enough for the off-road landscape.

New Products developed for the 2015 challenger:
• Front long travel arms
• Rear trailing arm with links
• Body armor with rock sliders
• Fender flares
• Front skid plate
• Integrated lower light bar
• A/T logo badge

Body Modifications:
• Wheel well trimming
• Inner fender wall construction
• Exhaust tuck and reposition
• Spare tire truck mount
• Graphic twin striping
• Off-road tool storage and details
• Safety equipment

We pushed the performance, power and capabilities of the iconic Challenger from the street to the dirt. From body armor to racing seats, this ride is customized from top to bottom and ready for some serious use.
No matter where you’re going, this car will get you there. So pick your road, we’ve got the car.

We would love to build one for you.


images by: Oddlyeven.com

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REBOOT BUGGY film / baas creative | Oct 2013


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BOLD one collection, VIDEO | Jun 2014

see the full collection at www.boldfurniture.com

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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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MMBQ : Grand Rapids Chair “LEO”

MMBQ : Grand Rapids Chair “LEO” | Jun 2015

NeoCon Makers: Grand Rapids Chair Company
Monday June 8, 2015

written by: Jill Hinton

There’s a tongue-in-cheek term for the exceptionally courteous, reserved and mild-mannered way Midwesterners interact with each other: “Michigan Nice” (or “Minnesota Nice,” depending on where you are). As Grand Rapids Chair Company teams up for the third time with industrial designer and West Michigan native Joey Ruiter for its new Leo chair, they’ve begun to redefine what Michigan Nice means.

“I think it’s our biggest differentiator,” said Jill Frey, spokeswoman for Grand Rapids Chair, referring to the company’s reputation for being exceedingly easy to work with. “There’s definitely something about the Midwestern sensibility as far as far customer service…Maybe it’s our own desire as a company to push ourselves beyond; become more relevant on the coast. Our history has been a little bit more traditional looking furniture.”

She said the company used to have a tagline, coined by the company’s owner: “We want to be the nicest damn people you’ll ever buy a chair from.”

Ruiter and Grand Rapids Chair have worked on at least three previous projects together, and each time Ruiter said he feels like the company is stepping a little further away from its classic — and let’s be honest, conservative — roots, and into a design direction that is decidedly more… adventurous. The result is the indoor/outdoor Leo chair, with its 80s-style individualism and bent steel curves, which the company said points to West Michigan’s design, engineering and manufacturing heritage.

So what exactly is the Midwestern design sensibility? Although Ruiter pauses for a moment when asked to define it, he eventually said whatever it is, it runs deeper than materials and shapes.

“I think we’ve grown up with manufacturing in our blood,” he said. “Our parents made this stuff. Our grandfathers worked this material and in these factories.” Ruiter believes that most Midwestern designers come from a tradition of building things, rather than just consuming them. “I think the culture of being makers allows us to be a little more sensitive to materials; processes…It’s highly creative but sensible, if that makes any sense.”

The Leo chair features either a wood or upholstered seat, optional arms, and wood dowel or metal legs. It (along with the Dylan table) will make its debut at NeoCon 2015. It’s designed for either indoor or outdoor eating spaces, and is available in either an armchair or armless application, as well as in a metal or wood dowel leg base.

Ruiter said working for Grand Rapids Chair was a departure from working with other, larger companies that have seemingly unlimited budgets and once-removed approval systems. “What I really like about them is Jeff [Miller], who is the owner, is in the meetings. The engineers are there, marketing is there, to really streamline the organization. If they don’t need it or see the value in it, they won’t do it.”

He said this adds an extra level of accountability for him, which isn’t always easy. “It’s definitely a hard place for a designer like myself, because the risk is equally shared.” There’s no room, either financially or from a manufacturing perspective, for iteration upon iteration of design tweaks like there might be at a larger company. He said there’s also a clear line of accountability, and if something goes wrong, it’s pretty obvious where to point the finger. But it also means that there are stronger, more personal relationships.

“There’s no mystery at the Grand Rapids Chair,” said Ruiter. “Jeff and everybody there knows exactly who does this operation, who picks this box up, who signs these papers. It’s a close family of people and everybody is responsible for doing good things.”

Ruiter said he found the inspiration for the Leo chair while working in an auto shop on a 1965 Lincoln Continental. He said since his mind is always in more than one place at once, as he studied the classic car’s undercarriage, he immediately thought of Grand Rapids Chair’s steel and bent tube capabilities. Aiming to improve on a classic (which Ruiter readily admits most of his automotive enthusiast peers would say is impossible), the idea for the Leo chair was born.

The chair is an eclectic combination of wood and steel. “With Leo we really wanted something progressive and interesting and eye-catching,” said Frey. “Right away we thought it would be really great to have that really tough, cold steel, and that really kind of rounded form in the back. The wooden dowel legs we thought was really a fun addition. It kind of gives warmth to the product.”

As the hospitality and contract furniture industries continue to beg, borrow and steal from each other, both Ruiter and Frey agree that it’s nothing but a win-win for both industries. Ruiter said that contract furniture gets to move away from its “business tool” roots, while hospitality gets a more rigorous design process, so the furniture lasts longer.

“I’ve had a rule lately that if somebody doesn’t want to take this home with them it’s not worth building,” said Ruiter. “We’ve made contract furniture its own sort of animal for too long…Nobody fights for these objects when they get thrown away in the dumpster.” Frey thinks designers are really going to like the level of customization that Grand Rapids Chair has to offer in the Leo chair (as well as the Dylan table, another product making its debut at NeoCon this year).

“We have 23 standard powder coat colors,” said Frey. “Grand Rapids Chair is actually really known for our custom capabilities since we are small and agile. If someone wanted to put a Pantone color onto a chair, we can do that. We work with our powder coat supplier. We can do any color.”

The same applies to wood customization. Frey says that although customers typically request maple, Grand Rapids Chair can work with all different types, everything from walnut to ash to oak. She said customers have sent them everything from a piece of beach driftwood to a cherry jewelry box someone’s grandfather made generations ago. She laughs and said customers could send the company a bike frame and they’d match it.

Which of course, is really, really nice of them.

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