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In January 2013 in Graz, Austria, Martin Lesjak co-founded 13&9 Design with designer Anastasia Su, a brand that is intricately linked with INNOCAD Architecture. The interdisciplinary team’s cooperation with specialist partners has led to creating product collections from concept through production in the spheres of lighting, furniture, floor coverings, fashion and accessories. The issues such as modularity, compatibility, flexibility and transformation are key in 13&9's development of new products. The overall results are unique designs that combine functional necessities and innovations with conceptual aesthetics which also offer an emotional component, adding to the product value, “the soul” of 13&9 Design.