Designers innovating with Hydro CIRCAL 100R display individual artwork at Milan Design Week 2024

Norwegian aluminium and renewable energy giant Hydro has partnered with a team of esteemed designers to showcase the innovative potential of Hydro CIRCAL 100R at Milan Design Week 2024. This event marks a significant milestone in sustainable design, as Hydro CIRCAL 100R stands as the first industrial-scale aluminium material crafted entirely from post-consumer scrap.

Under the artistic direction of Norwegian designer Lars Beller Fjetland, the exhibition ‘100R’ showcases a collection of exquisite creations ranging from table lamps to shelving systems. With each piece meticulously crafted from extruded aluminium, the designers – including Inga Sempé, Max Lamb, and Andreas Engesvik – have demonstrated the remarkable versatility and sustainability of this pioneering material.

The designer, Lars Beller Fjetland, noted: “With this project, we acknowledge that we are moving toward a future where utilising materials already in circulation is imperative for sustainable living and manufacturing.”

“Hydro CIRCAL 100R precisely facilitates that, as aluminium can be recycled endlessly without the fear of quality loss. I am confident that we will continue to use this exact material 100 years from now,” Fjetland concluded.

Hydro CIRCAL 100R represents a significant step towards a greener future, focusing on the importance of utilising materials already in circulation for sustainable living and manufacturing.

Empowering design innovation

By providing designers with complete freedom to create within a clear framework, Hydro has fostered an environment of creativity and innovation. As Asle Forsbak, the project lead, highlights, this collaboration has resulted in products that seamlessly blend functionality with aesthetic appeal, showcasing the remarkable potential of extrusion manufacturing and aluminium.

The 100R project lead and marketing & communication director at Hydro Extrusions, Asle Forsbak, exclaimed: “It is amazing how the challenge was tackled. By using smart production techniques, you can see great functionality, rational designs and production processes, and even organic forms, which provide a surprising effect.”

“Innovation starts at the drawing board, so collaborating with designers at the beginning of the process is key to creating something remarkable. No one is better [placed] to showcase the potential in extrusion manufacturing and aluminium than today’s top designers,” Forsbak added.

If you are interested in learning more about the international aluminium industry in more details have a look at AL Circle’s special report, The World of Aluminium Extrusions – Industry Forecasts to 2030.