Sebastiaan has over 10 years experience in creative technology, design, and Innovation and brought to life a wide spectrum of projects for leading brands including Burberry, RioTinto, John Lewis, Waitrose, Ford, Philips, BASF, Disney, and Emerson - ranging from conceptual work over new product development to global roll-outs. In the past years, more than 3/4 of Sebastiaan's work has been awarded for pushing the boundaries and being at the forefront of innovation in the industry.

Throughout my professional career, I have been pushing and challenging conventional structures, ways of thinking, and design/engineering education. I believe that innovation is only possible by breaking with the conventional and understanding the bigger picture - allowing the best possible implementation of new products, systems, and services. Innovation means to be proactive, understanding cross-industry changes, and making the ‘new’ become the ‘new conventional’. Creating unique value for customers instead of competing in global and saturated markets. I am working with a project framework in which business, design & technology are interwoven. Each is essential non are sufficient. 

Work Experience

04/2021 - Today
Circunomics GmbH
Chief Operations Officer, COO
Mainz, Germany

As COO, I am heading and building the finance, human resource, brand, and non-technical product teams. The direct link to product and service development helps me build efficient structures but maintain speed and agility while scaling.

02/2017 - 03/2021
Creative Director
Frankfurt, Germany

As Creative Director in the CXO Office, I am responsible for the strategic design direction and creative/conceptual work delivered by the experience consulting teams across Germany.

  • Direct report to CXO on all creative & conceptual project work.

  • Directly working with the Managing Director and CXO on go-to-market strategy and vision-driven design approach.

  • Established the in-house creative teams within the PwC Experience Consulting practice

  • Provide creative thought leadership, oversee, and deliver all concept work within the DACH and Middle East region.

JohnLewis Partnership
London, United Kingdom
05/ 2014 - 01/2017
Innovation Architect

As Innovation Architect and Co-Founder of Room Y, my responsibility was to build up a framework and team whose role is to explore long-term future scenarios and help the business and its partners identify new opportunities in a fast-changing world. On a daily base, I had the following responsibilities:

  • Accountable for the development and delivery of cross-functional, minimum viable products to budget and deadline.

  • Define a strategic innovation and support process to increase innovation potential, drive agility, efficiency, and mitigate risk.

  • Produce detailed analysis and business cases defining potential benefits and options for achieving such, considering the implications of change on the organization and all stakeholders.

  • Conduct research and investigate emerging technologies and assess their applicability to the business and broader industry.

10/2015 - 01/2017
Royal College of Art
Visiting Tutor
London, United Kingdom

As a visiting tutor at the post-graduate Global Innovation Design course, I taught and assessed students on disruptive market innovation, design strategy, and conceptual excellence.

London, United Kingdom
10/2012 - 12/2016

As one of the Co-Founders, I was mainly responsible for product development, design strategy, and technical solution. 

SEALEAF is a modular hydroponic floating agricultural system for urban coastal environments that challenges land-use systems and a global food importation culture by returning food production to the center of its consumption.

London, United Kingdom
01/2013 - 05/2014
Creative Technologist

As a Creative Technologist in the Research and Development Team, I was responsible for initiating new project proposals, concept development, proof of concept, and implementing new and disruptive customer experiences, merging physical and digital experiences. Furthermore, I ensured the delivery quality across the involved departments and business partners from a prototype delivery point of view.


Royal College of Art
London, United Kingdom
09/2011 - 06/2013
Master of Art - Innovation Design Engineering

The Innovation Design Engineering (IDE) programme is a leading-edge, creative product development course that involves experimentation, design, engineering and enterprise activities. In multidisciplinary teams or as individuals, participants work at the centre of complex, demanding projects with an emphasis on prototyping and proving propositions. The programme requires that a wide range of design skills and thinking are utilised (industrial design techniques, manufacturing, mechanical engineering, design research, user-centred design and sustainability, among others). It is external facing and encourages all to tackle important real-world issues involving advanced technical, design and social parameters. We believe that design is a verb not a noun.

University of Technology Eindhoven
Eindhoven, Netherlands
09/2008 - 06/2011
Bachelor of Science (cum laude) - Industrial Design 

This industrial design course was focused on the development of intelligent products, systems and services.

Imperial College
London, United Kingdom
09/2011 - 09/2013
Master of Science - Innovation Design Engineering

Double Masters Joint Course between the Royal College of Art and Imperial College London.
Focus: Disruptive Market Innovation