Novel Grey

Shaping the future of spaces through sustainable concrete designs

"Transforming a young design studio into an international high-end brand"

Novel Grey is a material-driven design studio specializing in handmade 3D wall tiles and bespoke wall decorations. Founded in 2021 by designer duo Marjolein and Jan-Paul Deurloo, the studio transforms industrial concrete waste into high-end, sustainable designs—reducing CO₂ emissions by up to 76% compared to traditional tile production.

With backgrounds in fashion and business but limited experience in the high-end interior design sector, the founders sought our expertise at a pivotal moment—as they prepared to launch both a new website and collection. We provided comprehensive guidance on sophisticated brand positioning, identified untapped market opportunities, and developed a strategic approach specifically calibrated to resonate with discerning luxury clients, helping transform their sustainable innovation into a coveted design brand.