Furniture That Changes to Fit Your Life

  • Speakers:
  • Katrine Hesseldahl, Victor Strimfors

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The Disruptive Innovation Festival is an online festival of ideas that asks the question: what if we could redesign everything? During the DIF, we’ll be asking our speakers to tell us what they think is in store for the future of the economy. While watching you can chip in with your thoughts and questions: sign up for a free My DIF account and ask your question through the discussion forum below the live stream!

This is the story of 2 designers joining forces with a business model innovator to bring a circular business to life.

Today people’s living situations are shifting more frequently. Current furniture solutions are not suited for this, regarding the flexibility needs of people and the huge environmental impact of these frequent shifts.
STRATA is different; STRATA is a flexible furniture system designed in modular layers. STRATA’s design splits products in to layers based on life expectancy and the criteria that each layer should fulfil to be environmentally responsible.

The world needs it, people demand it, now has never been a better time to do it!


Katrine Hesseldahl

Katrine Hesseldahl

Co-founder and CEO

Katrine is a product designer educated from The Royal College of Art, London. Katrine brings experience and methods with human-centered design, communication and storytelling. She has many years of experience working in the field of circular economy creating various design projects with circularity as a constant underlying principle.

Victor Strimfors

Victor Strimfors

Co-founder and CTO

Victor Strimfors is a designer with a passion for sustainability, circular economy and human centered design. Recently graduated from MA Design Products from the Royal College of Art, taking a holistic view of product systems when designing new products. Victor also brings experience working with digital manufacturing and mass customisation.


Matthieu Leroy

Matthieu Leroy

Co-founder, Jack of all trades, COO

Matthieu Leroy used to be the Circular IKEA leader at Inter IKEA Systems, focusing specifically on the business model innovation part of the Circular IKEA transformation. After leading teams in several startup weekends, Matthieu joined the Founder Institute to bring a collaborative economy idea to market (peer to peer renting of unused items between neighbours) but killed the idea before launching.
Matthieu recently left IKEA to launch STRATA with a mission to accelerate the transition to circular business models built for the many.

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