Willie Geller was born in Germany in 1940 and later emigrated to Austria. 

Geller grew up with five siblings, and they would often hang out together as sailing buddies. Geller's older brother had a dentist friend who was also a sailing buddy. One day, the dentist casually suggested to Geller's brother that he consider becoming a dental technician...

In 1964, he graduated from the Dental Technician School in Vienna, Austria. The era in which he entered society and began working was also a turbulent time marked by events such as the Hungarian Revolution and the Prague Spring.

In 1984, the 2nd International Symposium on Ceramics was held in London. Willi Geller and Makoto Yamamoto were invited by Dr. McLean to present at the conference at London's Barbican Centre, following a recommendation from Asami Tanaka. Over 1,000 attendees filled their lecture hall, yet the event was so popular that people had to stand and some couldn't even enter the venue. It became a legendary lecture.

In 1982, Geller strongly questioned this conservative, mechanical approach in dentistry. He believed dental technicians should engage with patients and create prosthetics and aesthetic dental treatments tailored to each patient's facial features, oral cavity, and individuality. He coined the term “Oral Design” to encompass these ideas and sought to challenge the conservative status quo in dentistry.

Two years after Geller proposed oral design, Giuseppe Zuppardi, originally from Naples, Italy, asked him, “May I also call myself an ‘oral designer’?”

Through such opportunities, people who agreed with Geller's “philosophy” and “system” began to emerge, and oral design thus naturally grew as a group.

Jörg Krevos, a friend of Geller's, was establishing a new ceramic manufacturer. Product development, product philosophy, and design were still undetermined, and personnel were needed to handle the design of ceramic materials going forward. Drawing on his experience in ceramic shade matching cultivated during his time at VITA, Geller sensed the potential to commercialize his own ideas. He decided to leverage his accumulated experience and take charge of designing the ceramic materials.