Our working philosophy is fundamentally based on design thinking and tries to unite the areas of innovation, product design, engineering and manufacturing under this foundation in a holistic iterative product development process. By the early use of cutting-edge virtual design, simulation and optimization approaches such as generative design, the topics of lightweight design, materials and manufacturability are integrated into the design process at an early stage. In this way, an expansion of the space of ideas is realized. Creativity, technology and efficiency no longer appear as competitors, they support each other in order to create innovative physical products from a technological, economic, ecologic and aesthetic point of view.