Seroj de Graaf

New Design Associates

Famous for his great attention to detail and his broad knowledge of materials and techniques ... that is Seroj de Graaf. Seroj has a special approach to adding value and meaning to his own designs and to the brands or products of others. After studying product design at the Academy of Art and Design in Arnhem, Seroj Earl did an internship with none other than Marcel Wanders. Today, Seroj de Graaf works from design company New Design Associates in Amsterdam. He is especially skilful in transforming his general ideas into detailed products. His most famous design is the Amsterdam Canal cufflinks (cuff links). An iconic set of silver cufflinks depicting the Amsterdam canal houses. Minuscule and executed with remarkable precision. A special piece of craftsmanship.