In the latest episode of our podcast, we had the pleasure of speaking with Inge Nuyens, CEO and driving force behind Dox Interiors, a Belgian company renowned for its innovative interior concepts tailored for modern learning and working environments. As the fifth-generation leader of this nearly 200-year-old family business, Inge has been steering Dox towards sustainable and human-centric design solutions.
Key insights
- Let your clients’ needs guide your innovation, rather than imposing your ideas.
- Interiors should evolve alongside their users, promoting communication and a sense of belonging.
- Education plays a very important role in driving change.
- Be -positively- stubborn and go for what you believe in.
A legacy of innovation in interior design
Dox Interiors, under the leadership of Inge (who describes herself as ‘a bit crazy but not dangerous’), has consistently prioritized creating environments that foster communication and inclusivity. One of their hallmark creations is the Mother Table, an organically shaped piece designed over two decades ago to break away from traditional linear classroom settings. Inspired by the nurturing form of the Venus of Willendorf, the Mother Table encourages interaction and a sense of belonging among people. Its modular design allows multiple tables to be combined, forming cloud-like configurations that adapt to various educational needs and also stimulate connectivity and communication.
Dox vision: listening to clients as a catalyst for design innovation
Inge emphasizes the importance of truly listening to clients to understand their unique challenges and aspirations. This client-centric approach has led Dox to develop bespoke solutions that go beyond conventional catalogue offerings. By engaging deeply with educators and managers, Dox crafts interiors that not only meet functional requirements but also resonate on a human level, enhancing the overall experience of the space’s occupants.
At the heart of Dox’s philosophy is the belief that interiors should protect and nurture the human spirit. By designing spaces that consider the ‘child within,’ Dox aims to create environments that are not only functional but also emotionally supportive. This approach recognizes the significant impact that physical spaces have on learning, collaboration, and well-being.
Sustainability as a core value and pioneering circular business models
Although there is still work to be done, Inge admits, sustainability is deeply embedded in Dox’s DNA. The company has always been committed to creating durable furniture that stands the test of time, aligning with circular economy principles. Inge acknowledges the new challenges posed by evolving regulations and material standards but views them as opportunities to innovate and improve, to ‘do better’.
Inge discusses the complexities of implementing truly circular business models in the interior design industry. While acknowledging the market’s predominantly linear nature, she highlights that Dox is determined to drive systemic change towards more responsible interior design by setting high standards and collaborating with like-minded partners.
Navigating the sustainability landscape can be fraught with pitfalls, particularly the prevalence of greenwashing. Inge acknowledges this challenge, emphasizing the importance of going beyond superficial claims and raising awareness about authentic sustainable practices. An example of Dox’s commitment is their recent partnership on a project for a major Flemish city. For this project, Dox is exploring how to repurpose existing school furniture, demonstrating a steadfast ambition to reduce waste. According to Inge, waste generation is non-negotiable: “It’s not a discussion. It’s not a question. It’s our ambition.”
Balancing long-term vision with immediate needs
The path to sustainability is marked by balancing immediate operational demands with long-term ambitions. Inge underscores the importance of persistence and a clear vision: “You need a long-term philosophy. If you’re not stubborn in what you feel and think, you won’t achieve your goals.” This philosophy is mirrored in Dox’s dedication to creating durable, high-quality products that meet current needs while remaining adaptable for future use.
School Furnishing as a Service
Dox’s “school furnishing as a service” model exemplifies their innovative approach. Developed in collaboration with Antwerp Management School, this model shifts the focus from ownership to usage, enabling schools to pay a monthly fee for high-quality, adaptable furniture. The concept ensures that furnishings can be updated, reused, and integrated into new projects, reflecting a commitment to circular economy principles.
This service-oriented approach not only reduces upfront costs for schools but also aligns with the evolving educational philosophies that demand flexibility and adaptability. By addressing both financial and conceptual challenges, Dox’s model paves the way for a much-needed transformation in the education sector.
Collaboration through networks
Dox’ journey toward sustainability is facilitated by meaningful connections and collaborations. For Inge, Ellie.Connect played a pivotal role. She describes how Ellie’s discreet and well-curated network enabled her to find like-minded partners: “Your network is safe. You have the connections, the knowledge, and the discretion needed to foster collaboration.” Learn more about how we can work together –here-. In a context where companies often excel in niche expertise but lack the bandwidth to develop broader ideas, such networks act as accelerators for innovation. The power of collaboration lies in connecting people with complementary strengths, enabling the creation of impactful, long-term solutions.
Evolving Partnerships with Clients
Client relationships at Dox are built on trust and adaptability. By prioritizing collaboration and dialogue, Dox ensures that clients’ evolving needs are met. This approach is particularly evident in their work with schools, where changing educational paradigms demand holistic solutions rather than piecemeal updates.
For Inge, this commitment to partnership is rooted in the company’s history: “We have a tradition of not selling more than what’s needed. We want to maintain a connection with our clients, ensuring they can adapt and grow without unnecessary waste.” This ethos resonates with clients increasingly drawn to sustainable, long-term strategies.
Fostering a sustainable team culture
Sustainability extends beyond products and services; it permeates Dox’s internal culture. Inge highlights the importance of a cohesive team that shares the company’s vision. By fostering a family-like atmosphere, Dox has created an environment where employees are encouraged to contribute ideas and find joy in their work. The absence of a traditional HR department is offset by a management team deeply invested in employee well-being, ensuring that team dynamics remain strong and values are upheld. This approach attracts individuals eager to embrace challenges and grow alongside the company.
Navigating challenges
There is a boutade in the Dox family that says when the times are bad, they are always flourishing. Because they never panic. Inge thinks there are a lot of people panicking nowadays. Challenges are and will always be present, but so are opportunities. She finds it strange that many fail to see them. While it’s important to be conscious of the world’s issues, she chooses to focus on the hope and progress she sees daily. Working predominantly with schools and educators, she witnesses incredible efforts to enable children to reach their best potential. The solution lies in education—bringing together ideas from all backgrounds to create a new future.
Educated individuals drive change, and what doesn’t work today can and will change tomorrow. Inge is convinced that education and collaboration are the cornerstones of progress, supported by a younger generation that is innovative and disruptive in their thinking: “If we harness this disruption, the future looks bright”. As an example, she refers to her sons who approach issues with humor and realism. One of them, working in sustainability, wisely notes that sustainable ideas must translate into sustainable business models to succeed. Growth comes from continuous learning and development—negativity, while prevalent, cannot define our outlook.
Embracing the New Normal
Negativity often sells, fueled by our innate fears and anxieties. However, as Kathleen Powell observed, new ideas polarize initially but eventually become the new normal. We are living in a transitional era where this new normal is still taking shape. It’s a fascinating, albeit challenging, time to navigate.
Inge doesn’t think the Dox’ way will become mainstream. Dox work thrives on the philosophy of their clients, creating moments of reflection and planning amidst the rat race. While the market is growing, they remain a niche player. As they are particularly active in the educational sector, they see significant growth potential as the educational aspect within companies is expanding. Inge believes that durable practices will transform the interior design industry, and those companies already committed to sustainable practices have an advantage and will continue to thrive, despite the substantial investments required to adapt.
But Inge warns policymakers stating that government policies often lag behind societal evolution, placing industries in a grey zone. Financial stability and long-term planning will be crucial for navigating this period. After this phase of adjustment, she believes we’ll enter a more stable and prosperous era.
A final message: Trust your intuition
Inge encourages everyone to “Trust your intuition”. She believes it is more than an educated guess; it’s a documented one. If you believe in an idea, stick to it, even if it goes against the crowd. Her father always said to challenge the mainstream, and this is what guided her throughout her professional and personal life. “People might laugh or call you crazy, but if you truly believe in something, pursue it”, she says. It is important to convince others if you can and if not, try it out yourself. She calls the Ellie audience to be positively stubborn, and don’t forget to laugh. Laughter brings energy and joy, making any challenge worthwhile. In your team, in your company, or in your personal life, dare to embrace this mindset.
Conclusion
Dox Interiors’ approach to sustainability and circularity offers valuable lessons for businesses striving to make meaningful changes. By addressing greenwashing, fostering collaboration, innovating service models, and cultivating a strong team culture, Dox demonstrates the power of persistence and vision in driving progress to a more sustainable and circular industry. As Inge aptly puts it, the challenge lies in balancing gain and investment in the future—a balance that requires determination, creativity, and a steadfast commitment to long-term impact.
