Personal & Expertise:
Frederic Van Hoecke founded Studio Seed in 2008, after 8 years in the big agencies. Today he works with a scalable team of talented, experienced and passionate professionals, partners and friends.
Between those big fish, we are a hands-on, flexible network of designers, strategists, artists, project managers, builders, entrepreneurs, illustrators, and all kinds of hospitality & retail experts.
We might be a bit rock'n roll, yet we take it personal and we deliver. With the expertise of a big agency, and the unique personal approach of a flexible studio, we launch your projects to the stars.
High fives to; Inge, Kurt, Steven, Christine, Geert, Axel, Capu, Jo, and many others.
Our Story, Your Story:
What we didn't have, we created ourselves, with our own imagination and our own hands. Showing that anything is possible. That passion for empowerment still drives our mission today.
1994:
Born in Ghent, Frederic Van Hoecke grew up dreaming, drawing and inventing in the garage. Civil engineering seemed the obvious path, until a last-minute turn led him to Design. He studied Industrial Design at the University of Antwerp and broadened his vision at Brunel University London, and later in Milan, where international friendships and fresh ideas opened new worlds, that continue to grow to this day.
1999:
After graduating, Frederic worked with top design offices like Pars Pro Toto and Bailleul, and collaborated with icons such as Maarten Van Severen, Hans De Pelsmacker and Jos Devriendt.
2001:
Already in 2001, he launched as an independent senior designer at the renowned Creneau International, leading numerous successful bold projects across shops, fashion, bars, restaurants, events and hotels—an international, rock ’n roll training ground.
2005:
Early hotel projects in the then new Creneau Dubai office, as well as working for some other agencies, sharpened his expertise in retail and hospitality. Working hands-on and in the front-line with these fantastic clients and colleagues, Frederic mastered the real mechanics of creating experiences.
2008:
Frederic earns his spurs in the design world, yet is even more driven by a passion for empowering people. So Frederic founded Studio Seed in 2008. The goal: to make people and brands bloom through connecting stories and designs.
2016:
Our Raise The Bar concept, innovating coaching around Europe, was awarded at the Starwood Hotels Global Marketing Awards, spotlighting our vision of tangible storytelling and timeless guest experiences. Collaborations followed with VF Jeanswear, Jet Import, Queen A Hotel, Fernand Obb and Marriott.
2018:
Many Conscious Retreats, and also transformative time in Korea, add yet another layer. Experiencing first hand how a seemingly creative chaos, technology, culture and nature can blend into design with real meaning, zen and depth.
2021:
Back to the roots: Frederic returned to the Academy of Antwerp and opened a creative Atelier, crafting artworks and objects by hand, sometimes for projects, sometimes just for creativity itself. Meanwhile living weekly more and more between Antwerp & Brussels fused Flemish and French influences.
2025:
Today, Studio Seed has become a scalable team: The knowledge of a big agency with the flexibility of a small studio. Key projects include Moxy Antwerp, Aloft Brussels, Monte Marcella and Martens Hout.
In a fast-changing world, we choose projects where we can make impact, as real people for real people. We design with heads in the clouds, feet on the ground: for pragmatic, timeless, and authentic concepts. Together we launch your projects to the stars!