Ruud Belmans, Executive Creative Director of WeWantMore, joined Harry McKinley (managing editor of Mix Interiors) on the Things I’ve Learned podcast for an in-depth conversation about creative leadership, sustainability in interior design, circular thinking, and why measurable carbon data may be the key to transforming the industry.

Below is an extended interview, edited for clarity.

If you want to listen to the podcast audio, check it out here.

Video interview available on the right -->

WeWantMore: An Independent Design Studio & Branding Agency in Antwerp

Harry McKinley: The name WeWantMore can feel provocative in a world increasingly focused on less — less waste, less consumption, less carbon. What does “more” mean to you today?

Ruud Belmans:
The challenge in our society is to do less of everything. But to get there, we need more smart thinking. More creativity. More substance and meaning.

“More” doesn’t mean excess. It means depth. It means intentionality.

HM: How do you define success?

RB:
For me, success is being truly authentic. And I don’t think I’ve achieved that yet.

Recognition is different. Awards and press coverage build experience. Experience builds knowledge. But wisdom is when that knowledge connects — when it aligns with who you truly are.

When knowledge and authenticity match, that’s when you’re close to success.

HM: So recognition isn’t success?

RB:
No. Recognition is external. Wisdom is internal.

Knowledge is something you accumulate. Wisdom is something integrated. And when you reach wisdom, that’s when you should share it.

Creative Leadership at a Brand & Interior Design Studio

HM: What does failure look like for you?

RB:
Failure is distraction. Designing based on what you think people expect instead of what you believe in.

In the creative process itself, failure is part of the cycle.

HM: Do designers romanticise failure too much?

RB:
In the long term, failure is where learning happens. But in the short term, it’s painful. Running a design studio today is difficult — too many failures can end a business.

The skill is speeding up the cycle. Try something. If it doesn’t work, move on.

HM: You mentioned the emotional rollercoaster of designing.

RB:
Yes. You start excited. Then frustrated. Then suddenly there’s a breakthrough.

That cycle is beautiful. That’s when you really feel something.

As Executive Creative Director, my role now is less about designing everything myself and more about inspiring the team and giving them space to grow. Trust is essential.

Sustainable Interior Design & Circular Thinking at Scale

HM: One of your most discussed projects was redesigning McDonald’s interiors to be significantly more sustainable. Why take that on?

RB:
Many designers say they would never work with McDonald’s. It doesn’t fully match my values either.

But they have 44,000 restaurants worldwide. If you can improve sustainability at that scale, the impact is enormous.

The project focused on making their concept four times more sustainable.

That’s not symbolic sustainability. That’s measurable change.

Design for Disassembly: How an Interior Design Studio Reduces Carbon Impact

HM: What does sustainability in interior design look like in practical terms?

RB:
We’re not going to build fewer restaurants or hotels. But when we don’t need them anymore, they shouldn’t add to waste and carbon.

That’s why we focus on design for disassembly — a key pillar of our broader Sustainability strategy.

If materials are glued together, even sustainable materials become waste.

But if interiors are engineered so components can be taken apart:

• Materials can be recycled properly

• Parts can be repaired

• Furniture can be reused

• Carbon impact is reduced over time

Circular interior design isn’t just aesthetic. It’s systemic.

Measuring Carbon in a Modern Design Agency

HM: Do we need radical sustainability action?

RB: If radical means smart, yes. But real change happens through regulation.

Industries change because of cost. So we need to treat carbon like cost.

Designers don’t need to know how every euro is broken down — they just need the final number.

Carbon should work the same way.

That’s why we’re developing MONARK, a carbon calculation tool for interior projects.

If you can measure carbon clearly, you can regulate it. And if you regulate it, industries change.

Designing for Wonder and Meaning

HM: What is the role of design today?

RB:
Design should create awe and wonder. It can come from something subtle or something bold — but it needs to surprise you.

Design shouldn’t be literal. People should feel the story and fill in the gaps themselves.

The Future of Design in Antwerp & Beyond

HM: How much of success is luck dressed up as strategy?

RB:
A lot. But I believe you can attract luck. If you behave intentionally and positively, opportunities come your way.

HM: And looking ahead — sustainability, AI, regulation — what’s your vision?

RB:
We might go through a difficult period. There will be disruption.

But smart design can help solve deeper problems.

Most projects are meaningful, but not urgent.

My ambition is to use the wisdom we’ve gathered at WeWantMore for more pressing issues — where design can contribute to systemic change.

About WeWantMore

WeWantMore is an independent design agency and interior design studio based in Antwerp and London, working across brand design, interior design and experience design.

Learn more about our philosophy and team on our About page.

Curious how sustainability and circular thinking can shape your next project?

At WeWantMore, we combine creative leadership with measurable impact — from design for disassembly to carbon insight through MONARK. Explore our sustainability approach or get in touch to see how thoughtful design can create meaningful change. Contact us at letstalk@wewantmore.studio