Laurens Van der Cruyssen

Laurens Van der Cruyssen

Based in Brussels

Laurens started out as a baker, then studied psychology. He couldn’t stop learning so he moved into social psychology. But behaviour alone couldn’t quench his thirst so he became a neuroscientist. More recently, Laurens shifted his focus to user-centred design and strategy.


Laurens’ main interest has been the human entity interacting with its social reality. How do we shape that reality? How does it shape us? Why are other humans so interesting and exciting to us? How do we reduce that reality to be able to make use of it, and at what cost? He is very interested in the combination between music and art, and how this can enable new experiences. From a design perspective Laurens focuses on aligning the visions of different stakholders to create a shared narrative which provides a strong context for co-creative practice of experiences and services. In his spare time he is one of the strategic minds pushing for outdoor swimming environments in Brussels with the dynamic Pool is Cool team.


Laurens brings a sage eye for strategy, a delicate ear for communications, great patience and interest in almost anything, thus making him an essential part of a multi-disciplinary team dealing with complex problems.

Laurens' projects

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