Thinking Green, Designing Smart: How Vivid Moss Walls Conquer Markets
Interview with Carsten Schmieding, Managing Director and Stefan Franke, Project Manager at NatureRooms
With NatureRooms, Franke Filter GmbH opens a new chapter: Smart, living moss walls bring together nature, design, and technology – and open up exciting markets for the company beyond the industry, such as in architecture, hospitality, and modern work environments. In conversation, Managing Director Carsten Schmieding and Project Manager Stefan Franke discuss how they combine sustainability, digitization, and a multi-sector strategy under a green roof.
Wirtschaftsforum: Mr. Schmieding, Mr. Franke, Franke Filter GmbH has been active in industrial filtration technology for over 35 years. What led to the decision to branch out with NatureRooms in a completely new direction?
Stefan Franke: In 2018, I noticed the trend of artificial moss pictures. As a plant lover, I wanted to work with real moss – combined with smart control. This led my brother and me to develop the idea of a living moss wall.
Carsten Schmieding: As a manufacturer of environmentally oriented filtration technology, the moss wall as a visible, sustainable fine dust filter was a logical next step – and it opens up a new, viable field of business for us.
Wirtschaftsforum: How did the project implementation go?
Stefan Franke: We presented the idea to our father in 2018. After his death and delays due to the pandemic, we started with our own development department in 2021. Today, six people – mostly part-time – work exclusively on NatureRooms in Hildesheim.
Carsten Schmieding: NatureRooms was deliberately separated from the daily business – strategically and structurally an independent area with special requirements for personnel, sales, and customer engagement. The first test sites were established in Hildesheim and Hamburg.
Wirtschaftsforum: What technical challenges did you have to solve?
Stefan Franke: The biggest challenge was vertical growth. Drip irrigation led to mold and dry spots – fog provided a uniform, natural solution.
Wirtschaftsforum: How was the market launch?
Stefan Franke: We placed prototypes in public places such as a Postbank branch and a hair salon. The feedback was consistently positive – many found the wall soothing and unique.
Carsten Schmieding: Since the product requires explanation, we are relying on direct sales – including consulting, maintenance, and service.
Wirtschaftsforum: What target markets are in focus?
Stefan Franke: Target markets include companies, coworking spaces, hospitality, gastronomy – anywhere where spaces are being enhanced. The real estate sector is also relevant.
Carsten Schmieding: Reception areas, lobbies, and care facilities also offer potential – the moss wall creates atmosphere and stands out significantly from traditional wall solutions.
Wirtschaftsforum: How important are sustainability and digitalization?
Stefan Franke: Both are central: The moss wall filters fine dust, produces oxygen, and thanks to a large PV plant we operate almost autonomously. We continuously develop our internal processes as part of a future program.
Carsten Schmieding: We are ISO 14001 certified and live sustainability along the entire process chain. Digitalization is an integral part of our transformation process.
Wirtschaftsforum: How is the company organized?
Stefan Franke: I am a partner, manage the R&D department, and coordinate the 'Fit for Future' program focusing on organization, processes, IT, sales, and corporate culture.
Carsten Schmieding: The management is handled by a team of four: the two partners, myself as the managing director, and a proxy. We regularly align on strategic issues.
Wirtschaftsforum: How would you describe your employee culture?
Stefan Franke: In the Fit-for-Future program, we focus on culture, organization, and mindset – with the goal of involving employees, integrating their perspectives, and developing the company together.
Carsten Schmieding: We employ around 60 staff, many of whom have been with us for over 30 years. Flat hierarchies and low turnover define our company culture – supplemented by summer and company parties to ensure long-term engagement.
Wirtschaftsforum: How do you position yourself in the market and what is your vision?
Stefan Franke: We focus on website, social media, and trade shows – the Internorga was an important indicator. The goal is to establish NatureRooms as a strong brand in the German market and to align it internationally in the long term.
Carsten Schmieding: The moss wall is an eye-catcher with high export potential. In the medium term, we also want to open up international markets – step by step starting from domestic.