Clear goal
01A product should say, instantly, what it's for and what winning looks like. Ambiguity is the first thing we design out.
Flow
We build brands and products that put people into flow.
Flow is the state where a goal is clear, feedback is immediate, and the challenge sits right at the edge of skill — hard enough to hold attention, not so hard it breaks it. Most products get one of the three right. We design for all three, so complexity earns itself instead of getting bolted on.
That's also why design and engineering don't split here. A handover is a broken feedback loop — the person drawing the thing stops hearing from the thing being built. One small team, start to finish, keeps the loop closed.
- Founded
- Dubai, 2025
- Team
- Small and senior. No account layer.
- Client work
- Selective — only when it fits the thesis.
- Ventures
- Ours outright, built the same way.
- Ownership
- Yours on client work. Ours on our own.
Feedback
02The gap between an action and its response is where trust is won or lost. We build it into the product, and into how we build: no handover between drawing and shipping.
Balance
03Complexity forced on day one gets ignored. Complexity that's earned — a challenge that rises just ahead of the skill — gets mastered. We start simple on purpose.
Digital
Software that fits how the work actually happens.
Not a generic tool bent into shape. We sit with the people doing the job, map the bottleneck, and build the thing that removes it — web, mobile, internal, or the AI layer underneath.
- Product & interface design Figma → code
- Web and mobile applications React, TypeScript
- Internal tools & automation APIs, workflows
- Applied AI Agents, models, evals
Physical
Hardware, prototyped in the room next door.
State-of-the-art 3D printing in-house means a part can be drawn in the morning and held in the afternoon. Iteration measured in hours, not purchase orders.
- Industrial & product design CAD
- Rapid prototyping In-house 3D printing
- Enclosures & mechanisms Short runs
- Connected devices Firmware to app
Together
One studio. One team. One set of drawings.
The people who design it are the people who build it. That is the whole model — and it is why what gets shipped still looks like what was promised.
- Discovery & scoping 1–2 weeks
- Design & build Fixed price
- Ship On schedule
- Maintain Ongoing
Fixed scope. Fixed price.
When we take on outside work, we quote the build and deliver it — no hourly billing, no change-order theatre, no six-figure surprise at the end of the quarter.
You own what we build for you.
The code, the drawings, the files — yours outright on every client engagement, no per-seat licence, no vendor lock-in. The ventures we build for ourselves, we keep the same way.
Selected work
Brands and products we've built.
Built the same way whether they're ours or a client's — one team, one thesis, start to finish.
The studio
Builders first. Consultants when it fits.
Based in Dubai. Most of what we build is our own — brands and products we conceive, design, and own outright. When an outside project shares the same thesis — a clear goal, room for real feedback, a challenge worth rising to — we'll take it on.
We keep the studio small on purpose. Every project — ours or a client's — is run by the people doing the work. You talk to the designer and the engineer, not to someone relaying messages between them.
- hello@fyr.studio
- Phone
- +971 50 311 3465
- Studio
- Business Bay, Dubai
Benjamin Aljic
Co-Founder & CEO
Maxime De Mey
Co-Founder & CTO
Start a project
Have something worth building?
Tell us the goal, not the spec. If it fits our thesis — a clear goal, room for real feedback, a challenge worth rising to — you'll hear back with a scope and a fixed price within a week.