‘100R’

In a bid to accelerate its commitment to sustainability, Norwegian firm Hydro, specialising in extruded aluminium processing and already a world leader in the development of renewable energy, has opened a new testing division. This research, which came to our attention at Milan Design Week 2024, gave rise to the ‘100R’ project, the first extruded aluminium produced on an industrial scale, made entirely from post-consumer waste and with low carbon emissions. The brand commissioned seven international designers, including Inga Sempé, Max Lamb and Philippe Malouin, to design furniture and accessories incorporating unusual shapes and colours, using this new material designed with maximum sustainability in mind, in an attempt to communicate the research behind this new alloy. A collection, some of which is currently being marketed, that combines recycled aluminium with shades achieved using the eco-anodising process. Proof, then, that a commitment to being eco-friendly can even generate endless potential in the creative sphere.