Superellipse

A good fit

Superellipse fits organizations developing a physical or connected product, or rethinking a customer experience around one. Its published industries include bicycle and mobility, construction and living, consumer goods, cultural and tourism experiences, entertainment, food and retail, healthcare and medtech, professional equipment, public services, SaaS and platforms, and sport. Buyers can engage a single unit or combine them: Product Lab for design and engineering, Experience Studio for brand, packaging, spatial and digital design, and Strategy Hub for innovation strategy and roadmapping.

Services

Product Lab covers industrial design, engineering, new product development, improving existing products, prototypes and demonstrators, product interactions and interfaces, electronics, human-machine interfaces, preparation for local manufacturing, responsible product design, and virtual, augmented and mixed reality. Experience Studio covers packaging design, brand design, service and experience design, spatial design, digital design, extended-reality design and wayfinding. Strategy Hub covers strategic change, future thinking, systemic innovation, business design, behavioral design, and portfolio and roadmapping.

Representative work

Published case studies include the Fairphone Fairbuds XL, a modular Bluetooth headphone designed for repair with nine user-replaceable components, speaker units connected by a standard USB-C cable and a battery accessible without a screwdriver. For Colruyt the agency designed a smart shopping cart that removes handheld scanning and checkout queues, including its interface and the transition from the retailer's Xtra customer app. Other published cases cover Tomorrowland event infrastructure, Luminex GigaCore hardware, the Nyxoah and Belun medical devices, and the b&bee honeycomb hotel.

Notes

Superellipse publishes a Mechelen office at Borchtstraat 30 and an Antwerp office at Boomgaardstraat 115, and states it can also be found in Genk, Leuven, Boom, Halle and Hong Kong. It was formed from Achilles Design, founded in 1994 by Jurgen Oskamp and Koen Elsen, and Studio Dott, established in 2000; the two merged in 2024 and continued under the Superellipse name in 2025. Colruyt Group became a minority shareholder in Achilles Design in 2019. The public site is English-language and the company is registered as Superellipse BV.