Design The Environment
A pitch by Nora Felhbaum, CEO of Vitra
Every year, Nora Fehlbaum visits Vitra’s offices across Europe.
This time, thanks to the initiative of the Vitra Diegem team, her journey led her to Luxembourg and to the Bureau Moderne showroom. What started as a simple idea became a moment of real connection.
Nora shared her thoughts on sustainability with our team and clients who were eager to hear the voice that shapes Vitra’s future.
Photography by Olesia Soudière
At Vitra, each generation has brought its own interpretation of design
The first generation laid the foundations of a visionary company, bringing to Europe the designs of Charles and Ray Eames and creating timeless icons such as the Eames Lounge Chair.
After the 1981 fire, the second generation turned the incident into an opportunity, opening a new cultural era by entrusting the design of Vitra’s buildings to architects like Zaha Hadid and Frank Gehry.
The third generation, led by Nora Fehlbaum, has made sustainability the compass guiding every decision, from design and production to repair,
reuse and recycling.
For Nora Fehlbaum, sustainability is neither a label nor a slogan
« It is a promise made to previous generations. » Nora Fehlbaum
From its earliest days, Vitra has seen longevity as its truest form of sustainability, crafting furniture meant to be repaired, reused, and passed on rather than replaced.
Nora Fehlbaum carries this legacy. She doesn’t speak of far-off goals but acts in the present, anchoring Vitra’s 2030 commitments in concrete steps and ensuring that durability remains the foundation of every creation.
Since 2013, this vision has also taken shape through Vitra’s partnership with Artek. The Finnish brand renowned for its use of local birch and timeless forms. Artek has long demonstrated that responsible production and lasting beauty can coexist, a philosophy that continues to enrich Vitra’s approach today.
Photography by Olesia Soudière
Our relationship with Vitra has always been built to last
As a Premium Partner, we have the privilege of representing this exceptional brand, standing for its values and contributing in our own way to its continued growth.
Nora Fehlbaum’s pitch simply reaffirmed everything we admire about this company. And if this article has managed, even a little, to inform, inspire or rekindle your curiosity, then it has fulfilled its purpose.