From 16 to 21 April, at Spazio Maiocchi, it will be possible to visit 100R, the exhibition developed by the Norwegian company Hydro, a worldwide leader in the sector of aluminium and renewable energy. The brand has been in operation since 1905, and thanks to Hydro Extrusions it can rely on the world’s largest extruder, with 70 production plants in over 40 countries. The exhibition is part of the corporate vision: to change the world of aluminium, providing more ecological materials while keeping pace with a changing planet.
During Fuorisalone 2024, thanks to a selection of seven products created by seven renowned designers, visitors will have a chance to appreciate the potential of Hydro Circal 100R, the new aluminium alloy developed by the brand with a record setting carbon footprint equal to 0.5 kg of CO2 per kg. 100R has the aim of demonstrating that the scrap of this metal can be transformed into design objects with elegant lines, ready for mass production. With the project, Hydro sets out to change our perception of aluminium and to inspire designers and companies to consider this highly sustainable material.
“With this project we want to emphasize how we are constantly moving towards a future in which the use of materials already in circulation will be imperative for sustainable production and life,” says Lars Beller Fjetland, the Norwegian designer chosen by Hydro for the creative direction, strategy and development of the initiative. Inga Sempé, Max Lamb, Andreas Engesvik, Shane Schneck, Rachel Griffin, John Tree and Philippe Malouin are the names of the designers called in by Fjetland to create a series of objects utilizing the new recycled aluminium produced by Hydro.
The designers have been selected for their specific expertise and different personalities, while the products on display will include: table lamps, a chair, a system of shelving components, cabinets, a screen and a coat rack. “Working with Lars and this group of designers of international stature, to bring their ideas to life without compromises, is something extraordinary and is proof of our potential. The interaction of designers, engineers and materials specialists leads to maximum innovation,” says Asle Forsbak, in charge of 100R and Director of Marketing and Communication for Hydro Extrusions. The exhibition 100R will be a tribute to Hydro CIRCAL 100R, the first aluminium product on an industrial scale made entirely with post-consumer waste. The show will be open to the public from 16 to 21 April.
