– We choose to be present at Milan Design Week because this is where the most groundbreaking developments in materials and design – across industries – are presented. It is a fitting venue to showcase Hydro’s unique capabilities in design, manufacturing and low-emission aluminium, says Hydro CEO Eivind Kallevik. [R100] Following the success of the 2024 exhibition 100R at Milan Design Week, Hydro returns to Capsule Plaza with yet another ambitious project for this year's event.
CHAPTER I – 100R
Starting where the greatest gains were to be made – with the material itself – Hydro introduced the world's first industrial-scale aluminium made entirely from recycled post-consumer scrap with Hydro CIRCAL 100R for Milan Design Week in 2024. The carbon footprint of HYDRO CIRCAL 100R is below 0.5 kg CO2e / kg aluminium, 97% lower than the global primary average. Hydro put Norwegian Designer and Art Director Lars Beller Fjetland in charge of art direction, concept development and strategy for the 100R project and exhibition. He in turnenlisted designers Inga Sempé, Max Lamb, Andreas Engesvik, Shane Schneck, Rachel Griffin, John Tree and Philippe Malouin, to create design objects made entirely from Hydro’s new recycled aluminium product.
Visit 100R.no
CHAPTER II – R100
Having launched the world's first industrial-scale aluminium made entirely from recycled post-consumer scrap with Hydro CIRCAL 100R in 2024, Hydro shifts its attention to transportation emissions for Milan Design Week 2025. With R100, the company attempts to reduce their total carbon footprint even further as material becomes final product. For R100, Hydro challenges itself to bring five new groundbreaking designs to life within a self-imposed limit of a 100 km radius – from locally sourced post-consumer scrap to finished design objects. – When the starting point is a material with near zero carbon footprint, this sets the standard for everything else we do. We are constantly looking to improve the entire footprint of our operations, says Hydro CEO Eivind Kallevik. R100 Art Director is again Lars Beller Fjetland, who enlisted designers Sabine Marcelis, Keiji Takeuchi, Cecilie Manz, Daniel Rybakken and Stefan Diez.
– We choose to be present at Milan Design Week because this is where the most groundbreaking developments in materials and design – across industries – are presented. It is a fitting venue to showcase Hydro’s unique capabilities in design, manufacturing and low-emission aluminium, says Hydro CEO Eivind Kallevik. [R100] Following the success of the 2024 exhibition 100R at Milan Design Week, Hydro returns to Capsule Plaza with yet another ambitious project for this year's event.
CHAPTER I – 100R
Starting where the greatest gains were to be made – with the material itself – Hydro introduced the world's first industrial-scale aluminium made entirely from recycled post-consumer scrap with Hydro CIRCAL 100R for Milan Design Week in 2024. The carbon footprint of HYDRO CIRCAL 100R is below 0.5 kg CO2e / kg aluminium, 97% lower than the global primary average. Hydro put Norwegian Designer and Art Director Lars Beller Fjetland in charge of art direction, concept development and strategy for the 100R project and exhibition. He in turnenlisted designers Inga Sempé, Max Lamb, Andreas Engesvik, Shane Schneck, Rachel Griffin, John Tree and Philippe Malouin, to create design objects made entirely from Hydro’s new recycled aluminium product.
Visit 100R.no
CHAPTER II – R100
Having launched the world's first industrial-scale aluminium made entirely from recycled post-consumer scrap with Hydro CIRCAL 100R in 2024, Hydro shifts its attention to transportation emissions for Milan Design Week 2025. With R100, the company attempts to reduce their total carbon footprint even further as material becomes final product. For R100, Hydro challenges itself to bring five new groundbreaking designs to life within a self-imposed limit of a 100 km radius – from locally sourced post-consumer scrap to finished design objects. – When the starting point is a material with near zero carbon footprint, this sets the standard for everything else we do. We are constantly looking to improve the entire footprint of our operations, says Hydro CEO Eivind Kallevik. R100 Art Director is again Lars Beller Fjetland, who enlisted designers Sabine Marcelis, Keiji Takeuchi, Cecilie Manz, Daniel Rybakken and Stefan Diez.
