Why We Decided to Rethink Shadows

The story of Sense Of Shade doesn't begin with a business idea. It begins with a question.

Why do we immediately feel at home in certain places?

Why do people like to sit under trees, even when there are modern seating options, umbrellas, or covered areas available nearby?

This question occupied our co-founder Kevin Müller’s mind while he was studying design at the Muthesius Academy of Fine Arts in Kiel. During a time marked by pressure to perform and a hectic daily routine, he made a conscious effort to seek out nature time and again. There, he found something that is familiar to many people but rarely questioned: the feeling of calm and relaxation. The more closely he looked, the more one element came to the forefront of his observations—shade.

Not the tree itself. Not the leaves.
Not the branches.

Rather, it is the dynamic interplay of light and shadow that takes place beneath a tree canopy. A shadow that moves. That is never static. That transforms a place and lends it atmosphere.

In the process, he realized that shadows are usually regarded merely as a byproduct. They’re simply there. Hardly anyone consciously shapes them.

But what if we started right there?

This question gave rise to the idea for Sense Of Shade.

As part of his bachelor’s thesis, Kevin developed a shading system that doesn’t mimic the tree itself, but rather the feeling we associate with it. Instead of blocking as much sunlight as possible, the focus was on a different question:

How can you create a high-quality natural shaded area?

The result was a specially designed sail system with organic openings that create a dynamic interplay of light and shadow. The pattern constantly changes with the wind and movement, creating an atmosphere that many people intuitively perceive as pleasant, natural, and soothing.

From the very beginning, it wasn't just about functionality.

Of course, a sunshade provides shade. But what interested us most was the character that this shade lends to a place.

After all, there is often more to it than mere functionality when comparing a space that merely provides shade from the sun to a place where people enjoy spending time.

When an idea became a business…

At the same time, Titus Bötel was pursuing a different path.

After completing his bachelor’s degree, he earned a Master of Business Administration with a focus on entrepreneurship and international business at Christian-Albrechts-Universität zu Kiel. While Kevin worked on product development, design, and prototyping, Titus focused on corporate development, business models, and the question of how innovative ideas can be successfully brought to market.

We didn't meet at a startup event or in an accelerator, but as neighbors.

It quickly became clear that we share the same conviction: Good design can achieve more than mere function. It can influence how people experience places and how they feel there.

After many discussions, we finally reached a joint decision not to let Sense Of Shade end as a student project, but to build a business out of it.

Today, Kevin is responsible for the product's design and technical development. Titus handles strategy, financing, sales, and building partnerships.

Together, we work to turn an idea into a long-term solution for high-quality outdoor spaces.

What Drives Us

We live in an age when more and more people are living in cities, and at the same time, the need for nature, tranquility, and a high quality of life is growing.

Nevertheless, many outdoor spaces are still designed primarily with functionality in mind. The result is spaces that serve their purpose but rarely create a special atmosphere.

We believe that this is precisely where a great opportunity lies.

Not every place can be surrounded by large trees. It’s not possible everywhere to create natural spaces that have grown over decades. Nevertheless, we can learn from nature how spaces should feel. That’s why we don’t view Sense Of Shade as traditional sun protection. We see our work as a contribution to designing places where people enjoy spending time. Places that offer shelter without feeling isolated. Places that convey a sense of calm without being intrusive. Places that combine function and atmosphere.

The Next Step

What began as a bachelor's thesis project is now evolving step by step.

With the support of the Schleswig-Holstein Startup Grant, we are working to further develop Sense Of Shade into a market-ready product, implement our first projects, and tap into new areas of application.

Our original motivation, however, has remained the same. We do not want to view shadows as a byproduct.

We want to shape it intentionally.

After all, sometimes it’s precisely the things that hardly anyone notices that determine the atmosphere of a place.