AVR (Afval Verwerking Rijnmond) asked us to think about how we can demonstrate how good their post-separation plant is. Of course our answer was: by showing that you can even create design with your waste.
But we set our bar a lot higher than our own criteria. The design object also had to be worthy of Dutch Design Week.
The children provided us with many ideas. An object that returned frequently was a cupboard. But not just any cupboard. This one had to have a great idea. And in terms of colors, no confetti party, but rather a well-considered color palett
Together with the designers of this project, we went to AVR to look at their separated waste streams for inspiration. There we discovered that some toys may be old and sometimes worn out, but they still put a smile on our faces.
At the AVR plant
The end result was shown during the Dutch Design Week 2023: the Magical Cupboard, inspired by the graphic identity of AVR. When you look as an adult, you see the rainbow color of AVR in the cap pattern on the cabinet shelves. But if you are a child, you can also see the bottom. And there you see the pressed toys “floating through the closet shelves”.
Looking down (adult perspective)
Looking up (child perspective)
During Dutch Design Week we unveiled the cupboard together with the children of the Petje Af Foundation. The cabinet even became part of the Dutch Circular Design exhibition.
The kids from Stichting Petje Af
Dutch Design Week 2023 exhibition