Phoenix Design – New Managing Partners and Directors

Since the beginning of 2019, the new Management team, consisting of Managing Partners Andreas Diefenbach, Harald Lutz, Yifan Zhang, and Managing Director Joon-Mo Lee, runs the PHOENIX studios in Stuttgart, Munich, and Shanghai.

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  • Management of Phoenix Design

    Management of Phoenix Design

    Andreas Diefenbach, Managing Partner; Joon-Mo Lee, Managing Director; Harald Lutz, Managing Partner; Yifan Zhang, Managing Partner (from left to right).

    Phoenix Design is a design and innovation studio creating smart and substantial brand experiences that make eminent business sense and which touch people – today, for tomorrow. Since 1987, products, interactions, and digital ecosystems have been created based on the fundamental values of Logic, Morals, and Magic. More than 800 design awards (1st place – iF World Design Index, Design Studios) confirm the quality and continuity of the worldwide work, i. a. the award of honour "Red Dot: Design Team of the Year 2018". Today, the team comprising 80 international experts at the Stuttgart, Munich, and Shanghai locations – together with its partners – are creating a joint vision of Smart Living.

  • Andreas Diefenbach, Managing Partner of Phoenix Design

    Andreas Diefenbach, Managing Partner of Phoenix Design

    Andreas Diefenbach (*1979) has been a Phoenix Design Managing Partner since 2019. He successfully finished his studies in Industrial Design at the Stuttgart State Academy of Art and Design and the Folkwang University of the Arts in Essen. Since 2006, he has held several positions with Phoenix Design, most recently as a member of corporate management. As a specialist for the sanitary and investment goods industries, he has consulted international brands in their innovation process and is today responsible for the areas of Business Development, HR, and Marketing.

    “Leadership in design, and particularly in innovation, calls for a new perspective and for a culture of true creativity, for hungry development, for critical reflexion, and for variety full of curiosity. This capability for change is deeply engrained in the Phoenix Design DNA.” – Andreas Diefenbach

    adi (at) phoenixdesign.com
    M +49 173 729 4615

  • Harald Lutz, Managing Partner of Phoenix Design

    Harald Lutz, Managing Partner of Phoenix Design

    Harald Lutz (*1962) has been a Phoenix Design Managing Partner since 2011. After his studies in Business Administration with a focus on Business Computer Science he was active in leading positions and as a Managing Director. Since joining Phoenix Design in 2008, he has been responsible for financial and legal matters as well as corporate organisation.

    “By expanding the digital competence at Phoenix Design, we have again increased our ability to provide professional advice and support for our clients throughout their entire value chain.” – Harald Lutz

    hlu (at) phoenixdesign.com
    T +49 711 955 976 0

  • Yifan Zhang, Managing Partner of Phoenix Design

    Yifan Zhang, Managing Partner of Phoenix Design

    Yifan Zhang (*1987) has been a Phoenix Design Managing Partner since 2019, and he is head of our studio in Shanghai. After graduating at USST Shanghai and Burg Giebichenstein University of Art and Design in Halle, Germany, he joined Phoenix Design in 2014 as a Product Designer. As a designer with an international background, he is committed to combining German design quality with the evolving Chinese design, while at the same time helping successful German brands achieve better business development in China. Since the studio opening in 2017, he has been responsible as General Manager China for all matters regarding Innovation, Strategy, and Business Development in China.

    “At Phoenix Design, we think globally, but at the same time, we want to get even closer to our clients and their markets. Only in this way will substantial innovations come about.” – Yifan Zhang

    yzh (at) phoenixdesign.com
    M +86 158 003 5068 2

  • Joon-Mo Lee, Managing Director of Phoenix Design

    Joon-Mo Lee, Managing Director of Phoenix Design

    Joon-Mo Lee (*1976) has been a Phoenix Design Managing Partner since 2019, and he is head of our studio in Munich. After graduating in Innovation Management at the renowned Central Saint Martins in London, his work themes have centred around the intersection of culture, design, and innovation. After his marketing activities in the international toy and FMCG industries, including numerous deployments abroad, he joined Phoenix Design in 2016, where he has since been responsible for the areas of Strategy and Innovation, most recently as a member of corporate management.

    “As designers, we are responsible for re-inventing the world we live in. For our clients, we are thinking ahead way into the future, and we design products and interactions which will be relevant in that future.” – Joon-Mo Lee

    jle (at) phoenixdesign.com
    M +49 173 729 4628

  • Andreas Haug, Co-Founder of Phoenix Design

    Andreas Haug, Co-Founder of Phoenix Design

    Andreas Haug (*1946) founded – together with Tom Schönherr – the design studio Phoenix Design in 1987 in Stuttgart, to this date one of the leading providers of Product and Interaction Design worldwide. Before, he was founder and co-owner of frogdesign. With his studies at the Stuttgart State Academy of Art and Design, his career is most closely linked to the rise of modern German design. Apart from receiving many other awards, he and Tom Schönherr have been honoured by the Lucky Strike Award for their lifetime achievement, and with the German Design Award “Personality” for their entire work. After the generation transition in 2019, Andreas Haug will stay on as a partner, advising and supporting the new management team.

    "Design is about new ideas and courageous perspectives. At Phoenix Design we catalyse the motives and goals of our clients who include us in their strategy providing impulses." – Andreas Haug

    info (at) phoenixdesign.com
    T +49 711 955 976 0

  • The two pillars of PHOENIX: Product and Interaction Design

    The two pillars of PHOENIX: Product and Interaction Design

    Since 1987, Phoenix Design has been designing interaction: between the product and the user, between the brand and the consumer, between designers and their clients. Consistently oriented towards the user and typical for the brand develops Phoenix Design products and entire product ranges.

    Since 2008, Phoenix Design has dynamically developed its digital competencies and turned this area of expertise into a second corporate pillar. Today, about half of the employees work on topics focusing on UX/UI design – interaction design, motion design, visual design, and more. In 2018, a new digital offensive followed: With umwerk as strategic partner, Phoenix Design offers end2end design – from the first idea all the way to the final set of data.

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Phoenix Design – New Managing Partners and Directors
Creative Visionaries for Change

Stuttgart, August 2019: After 32 successful years, founders Andreas Haug and Tom Schönherr handed over Phoenix Design to the next generation in March 2019.

Phoenix Design is a design and innovation studio creating smart and substantial brand experiences that make eminent business sense and which touch people – today, for tomorrow. Since the beginning of 2019, the new Management team, consisting of Managing Partners Andreas Diefenbach, Harald Lutz, Yifan Zhang, and Managing Director Joon-Mo Lee, runs the PHOENIX studios in Stuttgart, Munich, and Shanghai.

Since 1987, products, interactions, and digital ecosystems have been created based on the fundamental values of Logic, Morals, and Magic. More than 800 design awards (1st place – iF World Design Index, Design Studios) confirm the quality and continuity of the worldwide work. After 32 successful years, Andreas Haug and Tom Schönherr, founders of Phoenix Design, handed over the management to the next generation. After all, permanent change is the constant in life and a definite basic characteristic of Phoenix Design.

With Andreas Diefenbach, Joon-Mo Lee, and Yifan Zhang, creative visionaries with international design experience are committed to lead the company into the future and to continue changing it. They enjoy professional support by Harald Lutz with his long-standing and multi-facetted expertise, who has been a Managing Partner for nine years already. Andreas Haug will continue to advise the new management team as a partner.

Since 1987, Phoenix Design has been designing interaction: between the product and the user, between the brand and the consumer, between designers and their clients. Consistently oriented towards the user and typical for the brand, Phoenix Design develops products and entire product ranges. Since 2008, Phoenix Design has dynamically developed its digital competencies and turned this area of expertise into the second corporate pillar. Today, about half of the employees work on UX/UI design – interaction design, motion design, visual design, and more. In 2018, a new digital offensive followed. Thanks to the strategic cooperation with umwerk, Phoenix Design is able to offer end2end design – from the first idea all the way to the final set of data.


About Phoenix Design: 
Phoenix Design is a design and innovation studio creating smart and substantial brand experiences that make eminent business sense and which touch people – today, for tomorrow. Since 1987, products, interactions, and digital ecosystems have been created based on the fundamental values of Logic, Morals, and Magic. More than 800 design awards (1st place – iF World Design Index, Design Studios) confirm the quality and continuity of the worldwide work, i. a. the award of honour "Red Dot: Design Team of the Year 2018". Today, the team comprising 80 international experts at the Stuttgart, Munich, and Shanghai locations – together with its partners – are creating a joint vision of Smart Living. | www.phoenixdesign.com/en


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Silvia Olp, Head of Communications
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Carolin Schobel, Communication Manager
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