Vroonland is led by designer Sjoerd Vroonland and product developer Arjan Vaandrager (V&V), operating their label since 2010, with chairs as a thread. Leading in the design process for Vroonland is the overall question: is a chair purely functional? Is it a showpiece and a visual story? Or is it an expression of technical know-how and therefore representative of its era? With this topic they deconstruct 19th and 20th century design classics and translate the craftsmanship of the pieces to develop new techniques.