Laurent His ingenuity and the quality of his creations, gave Laurent BAILLY a rapid professional recognition, which rewarded the audacity of this designer with a rather atypical career .

Born in Besançon and inhabitant of Lyon, he inherited from his mother – trained painter - a special artistic sensibility and from his father – industrial manager - a great capacity to develop products.

After studying marketing in Bordeaux and after many years living abroad, he returned to his home town to work with architects and designers, amongst which Joël Laffly (Herbelin watches, Swatch, …), these experiences made him reaffirm his will to create.

Some years later, after travelling, and enriched by some professional experiences in various sectors (hotels, cosmetics, architecture and health services) he decided to give life to his project.

In 2007, together with his wife Bénédicte, he founded Applymage in Lyon. His vocation: value implantable medical devices thanks to a new concept of modular technical display. This activity is rapidly accepted in this sector he knows well. Two years later, he developed – in parallel – a collection of design objects.

In 2009, his lighting book-holder unit named L’Empirique presented at the Euroluce Fair in Milano by the edition company Designheure is received in a very encouraging way.

The Designer awards attributed by l’Observeur du Design in 2011, 2012 and 2013 as well as successful partnerships with international corporations came to strengthen his will to follow his dream…

At the end of 2014, the instantaneous success of Versilo – the new capsule dispenser created for Nespresso – naturally motivated him to deepen his project in this sphere of home decoration and functional objects.

From 2015 onwards, he concentrates on those two favourite domains, and also works on conceiving new products for sectors as different as car industry, luggage or sports and leisure.

A character

Optimistic, curious, and freedom lover, he enjoys challenges in unknown fields that he discovers with patience and humility.

Some of the qualities that he always tried to develop come as a great help: his acute sense of observation, his ingenious and creative spirit as well as his meticulous side – probably enhanced by his experience in the surgical world.

He disapproves of a priori; he believes that it is a disincentive to reflection and that it can deprive us of some rich discussion with people around.


His will is to design objects – sometimes unexpected ones – that stick out by their lean look and their many functions.

The idea that his creations have lean and natural lines, without any frills other than technical, but at the same time have many functions is always an exciting challenge for him.

With elegance and a timeless simplicity, his objects must communicate a sense of ownership and freedom to their users.

Still habited by his various jobs and the issues at stake, he is very cautious with his projects’ specifications. Hence his creations are always very comprehensive and contain surprising details.