A pitch by Nora Fehlbaum, 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 shaps Vitra’s future.
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. »
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.
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.
Thank you to everyone who joined us for this last HUB7 gathering of the year
Your presence and your conversations encourage us to keep creating these moments of openness, pauses in our busy weeks where we can think, feel, and explore together all the facets of design.
About HUB7
HUB7 is a series of events exploring the key forces shaping how we live and work. From acoustics and lighting to workplace culture, new technologies, and even unexpected angles that spark fresh thinking. Each session is built around a theme, brought to life by a guest speaker who shares perspectives ranging from bold visions to practical insights.
It is a place for open conversation, where professionals connect, exchange ideas, and reflect together over a breakfast coffee or an afterwork cocktail. Because the future of work is not written in keynotes, but in the dialogues that inspire change.
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