Sometimes the pieces of a puzzle attract each other like magnets before falling into place as if they were always meant to. This is exactly what happened when ceramist and designer Ann Van Hoey toyed with the idea of setting up a social design project.

A+A by Ann Van Hoey

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She contacted Den Ateljee, a day centre for people with special needs, and presented them with her idea. Den Ateljee, having been forced into looking for other sources of income by changes in legislation, was immediately enthusiastic. The start of a beautiful collaboration.From the craftsmanship and solid organisation of Den Ateljee and Ann’s quirky design emerges a collection of three stoneware bowls, in different sizes and colours. The apposite name of the collection, A+A, or Ann + Ateljee, was the most logical name imaginable for a wonderful product that would set the seal on this partnership.

A wonderful social project, combined with a powerful design that was immediately to Serax’ liking, an absolute win-win situation for all!

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Now, only one piece of the puzzle was missing, because designing and producing is one thing, but distributing the collection is a different story. The choice of Serax was easily made. Serax proved to be the perfectly fitting and willing piece of the puzzle. A wonderful social project, combined with a powerful design that was immediately to Serax’ liking, an absolute win-win situation for all! The collaborating trio decided to expand cooperation even further by also commissioning the packaging of the A+A bowls at Den Ateljee.
As expected, success was not far away. The initial idea of keeping it small seems to have the makings of an ongoing story. The possibilities of attracting other centres to expand production are already being examined.

Discover the collection

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One is never too old to change course in life. That is exactly what Ann Van Hoey proved when, at the age of fifty, she decided to start focusing entirely on her greatest passion: ceramics. Ten years later, her cabinet is filled with countless national and international awards and she can always count on positive reviews from the international press.

She derives her inspiration for her designs from geometrical forms. The only thing that was still missing was her own way to contribute at the social level, and with A+A, that empty spot on her do-to list has also been filled.

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