Between Tradition and New Beginnings
When Berchtold took over responsibility for the traditional company together with his business partner Valentin Baumann in 2021, he made a personal decision: He publicly came out as gay. A step that may seem natural to many people, but in a rural region is still significant today.
"I knew: Now I can be who I am – and no one can harm me because of it. I wanted to show this freedom to others as well."
The trigger for this public step was a homophobic letter from a religious group. Berchtold's response was picked up by the Swiss press and unexpectedly made him a voice for visibility and diversity in business.
Adrian Berchtold"As an entrepreneur, I bear responsibility – including encouraging others to be brave."
This attitude is also reflected in the development of Ruckstuhl. Founded in 1881, the company combines traditional manufacturing techniques with new technologies and sustainable materials. In the manufactory in Langenthal, looms up to 80 years old work alongside digitally controlled robot tufting machines. Many machines are maintained with great effort; spare parts often no longer exist and must be custom-made.
At the same time, new approaches for a circular future are being developed here. One example is the current collection by Trix and Robert Haussmann. The iconic designs of the Swiss design legends have been reinterpreted together with Circular Living and made from a wool quality consisting of 60 percent recycled textiles.
The collection is complemented by a digital product passport, developed with World of Pi. Through a QR code, users gain access to information about materials, origin, and care. In addition, a digital diary accompanies the carpet throughout its entire life cycle, creating an emotional connection between the object, owner, and history.
"Transparency is not an obligation for us, but a promise – also to future generations." Adrian Berchtold
The conversation makes it clear that innovation at Ruckstuhl is not just a matter of technology. It begins with attitude. Whether dealing with materials, employees, or social issues: the future is created where people have the courage to take responsibility and be visible.
Perhaps this is exactly where the true connection between tradition and new beginnings lies. Not in the machines, the products, or the digital tools – but in the willingness to preserve what exists while simultaneously exploring new paths.
The Studio Lookout Salon Podcast is released as part of the Zürich Design Weeks 2025 and
is now available on all major platforms
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Directly to the episode: www.studiolookout.com/podcast