Hee Welling (Denmark) and Gudmundur Ludvik (Iceland) are contributing to the renewal of environmentally friendly design centered around the personal experience. The Industrial design of Welling/Ludvik aim to achieve the best possible solution as seen from a number of different perspectives. Comfort, materials, construction, pricing and environment are all defining factors in this approach to design, which also relate to the contemporary state of technology and challenges to society. Welling/Ludvik always seek to maximize the potential of modern manufacturing in their designs.