Truly Truly is a Rotterdam (NL) based design studio. It was founded by husband-and-wife design team Joel Booy (Australia, 1981) & Kate Booy (Australia, 1981), and operates in a variety of creative fields including design of products, lighting, furniture, textiles and spatial installations as well as art-direction.


There is a focus on designing thoughtful products for the living environment that combine function with sensuality, and which result from an urge to question and invigorate the way people use and perceive objects. The studio employs art as an avenue to push the boundaries for themselves and for others. They have a growing interest to investigate future furniture typologies, and in this, question form in relation to function.


The flexible and creative thinking, learned via study in the Netherlands combined with a background in graphic design, shapes their unique design attitude. How a design will be experienced is crucial to the core of their work. Truly Truly is a manifesto: make things properly, honestly and artfully.


Studio Truly Truly has produced designs for: Rakumba Lighting, Tacchini, the Netherlands TextielMuseum (invited by Hella Jongerius), IKEA’s PS 2017 collection, Dexter Lighting, LEFF Amsterdam, the National Glass Museum Netherlands, Cor Unum Ceramics, amongst others.


In 2019, the studio received the honour of being invited to create the prestigious Das Haus pavillion at IMM Cologne.




Selected Exhibitions


2019 - Das Haus, IMM Cologne DE

2018 - Design Miami with Gallerie Vivid, US

2018 - Gallerie Vivid - Architecture - Rotterdam NL

2018 - Transitions, Baars & Bloemhof, Eindhoven NL & Milan IT

2017 - Dutch Stuff, London Design Fair, UK
2017 - Salone Satellite, Salone del Mobile, Milan IT

2016 - Dutch Invertuals - Advanced Relics, Salone del Mobile, Milan IT

2016 - Envisions - Products in Process, Salone del Mobile, Milan IT

2016 - LEFF Amsterdam - Soundskins, Salone del Mobile, Milan IT

2016 - Northmodern - Copenhagen DK

2015 - Textiel Musuem Tilburg - Translations blanket, Dutch Design Week, Eindhoven NL

2015 - Dimore Gallery - Life on Mars, Milan IT

2015 - Musee des Arts Decoratifs - Meet my project, Paris FR

2015 - NLXL - during Salone del Mobile, Milan IT

2014 - Particles & Frequencies - solo-exhibition, Dutch Design Week, Eindhoven NL




Selected Press


Sight Unseen - This Dutch-Based Studio Was the Best Thing We Saw at Salone Satellite

Dezeen - Eight of the most promising designers from this year's Salone Satellite

Wallpaper* Online - Virtual world: Dutch Invertuals go global with their futuristic 'Advanced Relics'

Dezeen - Levity Lights by Studio Truly Truly feature flexible looped LEDs

Design Milk - Wood and Marble Resin Mix Together in a Cabinet

TextielMuseum - Teacher and the Taught, Hella Jongerius




Education / Teaching


Design Academy Eindhoven, The Netherlands

Griffith University, Queensland College of Art, Australia

Creative typography teachers - Griffith University, Queensland College of Art, Australia

Studio Truly Truly

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