The EGO universe is hard to describe within one definition. EGO is a personal dream of sensations, emotions, awareness, evolution and a desire for changing the small objects in our homes.

EGO's aim is to create the type of design objects that would provide a multitude of sensual experiences, enjoyment and emotions for urban living people. Each object is carefully styled to tell it's own story within the brand. EGO is a constantly evolving exploration of creativity.

Michael Bruun, the owner and inventor behind EGO has always been a visionary man. His reputation and experience has brought him to his own design company after 15 years of traveling the world working for very famous designers, Jacob Jensen among them. In May 2006, Michael decided to go his own way and followed his belief and ideas. His vision and passion for Danish design will lead some tracks into the future of design objects with twisted edges and will lead EGO on paths, which need to be discovered. Being a self-made, curious man, Michael Bruun states: "if you want to change your surroundings, everything starts in your own heart and mind".

Steffen Schmelling, the designer behind the EGO brand, has spent half of his life working with design. Before joining EGO, Steffen was designing for Bang & Olufsen. Recently he designed a new porcelain section for the Danish Museum of Craft and Design, which garnered the museum an award of The Best in Denmark 2006. Steffen believes that good design is a balanced mix of aesthetic and functional considerations. For good and bad, one has to accept, that in modern society beauty is a function in itself. "I try to design beautiful ideas, because the expression covers the genius of a screw and the need to buy a rose", he says.