The studio now has 40+ employees and a network of international clients across hospitality, retail and workplace. The studio focuses on the fully experiential, from branding to spatial design and houses two teams – one dedicated to interior design, the other to branding.

Within the studio’s dual leadership structure, Belmans leads the creative direction. He champions design driven by desire and the beauty of simple ideas crafted to perfection rather than a signature studio style. His work starts from understanding what people want, and turning those insights into experiences that feel relevant and last. Each project is treated as a unique cultural and commercial context with limitless potential.

Together with his team, Ruud has built a global luxury portfolio across hospitality, retail and private commissions, including AccorHotels, Corinthia, McDonalds, Neuhaus, and Loop. A recognised sustainability pioneer, he developed tools like MONARK, and his work has been recognised by AHEAD, Restaurant & Bar Design Awards, FRAME, Architizer and Dezeen.