Michael Schmidt and code2design are an interdisciplinary design studio for product innovation and industrial design. Michael Schmidt sees himself as a design author who transforms stories into products. To tell successful stories, originality and perfection in implementation are needed. In doing so, he creates products that inspire people and answer functional as well as emotional needs and desires.
His concepts are based on the conviction that design is a strategically important element for the successful market positioning of a company. After graduating from Stuttgart University, Germany in 1989, he attained a postgraduate qualification in the industrial design of investment goods at the Stuttgart State Academy of Art and Design.
He commenced his professional career at Mercedes Benz in the department of advanced design and conception, and at DesignWorX, where he redesigned the AUDI logo in 1994. In 1995 he set up his own design studio code2design in Stuttgart. He also served as Head of Innovation at Franz Schneider Brakel/FSB from 2019 to 2022. Michael Schmidt is a multiple international award winner.