Sculpting the Future: NINETY's Revolutionary Dance of Design and Sustainability
In the busy streets of Eindhoven, during the vibrant but rainy Dutch Design Week (DDW), the first booth caught my eye. A sustainable table made of aluminum, and a couple of enthusiasts and eco-conscious souls eager to discuss the circular economy. The company at the center of this green wave is none other than "NINETY". With an ethos deeply rooted in sustainability, NINETY is more than just a furniture brand; it's a herald of change, guiding customers through an eco-friendly journey with materials like aluminum - a champion of recyclability - to foster a circular waste cycle.
NINETY: Crafting a Future of Sustainable Elegance
NINETY isn't just about furniture; it's about shaping a lifestyle. Their commitment to locally sourced, adaptable furniture offers a refreshing twist to interior design. Imagine having the freedom to interchange modular furniture pieces across different styled collections. This is NINETY’s promise: versatility, local craftsmanship, and a dash of style.
At the heart of every NINETY design is an honest simplicity. Each table, a marvel of minimalist design, consists of four identical parts crafted from 4mm sheet aluminum. These parts, bent along two lines using an automated press brake, come alive either in a playful colored powder coat or a sophisticated sandblasted texture. And the best part? You won't need to rummage through your tool cupboard; these pieces are fixed together using thumb screws. Its furniture assembly was fun, accessible, and oh-so-satisfying!
But don't let the simplicity fool you. Behind these sleek designs lies a complexity in tolerances that challenges even the most skilled craftsmen. Partnering with a metalwork factory in Volendam, NINETY finessed the production of their Geometric Collection, ensuring that every individual part fits together with incredible accuracy. The result? A first batch that's not just hot off the press brake but also a testament to precision engineering and design innovation.
Circularity is not just a buzzword for NINETY; it's the fabric of their ethos. They design with the intent to last, embracing adaptability, configuration, and customization to create pieces that outlast trends and fads. And if, by chance, a part becomes defective, worry not! It can be returned and replaced, keeping your beloved table functional and fabulous. But, in the grand scheme of things, should all roads lead to an end, remember, aluminum is a phoenix among materials - it can be melted down and reborn, losing neither mass nor material properties. It's a cycle, a beautiful, never-ending dance of creation and recreation.
More Than Just Furniture: NINETY's Vision of a Sustainable World
NINETY's creations are not mere objects; they are symbols of movement, adaptation, and customization. Good design, according to NINETY, should offer value beyond its primary function. Their products are adaptable by nature, designed to be used in various environments, catering to diverse needs. It's about creating sustainable designs not just in manufacture and material but also in use.
Accessibility and sustainability are the twin pillars of NINETY’s vision. They only sell objects made from completely circular materials. If it can't return to its initial state, it doesn't make the cut. And in a world where transparency is often veiled, NINETY stands apart. They strive to keep their pricing as transparent and fair as possible, bypassing the additional costs of outsourced design, sales agents, and retail fees. It's a direct line from their creative hearts to your home.
But NINETY's vision transcends the realms of design and delves into culture and community. They are design-oriented, culture-motivated, and future-considered. They display their energy consumption and CO2 production for every object when available. But sustainability is not their sole focus. They value culture and its contributions to communities, nurturing cross-discipline collaborations to bridge gaps in design, culture, and diversity.
Based in Rotterdam, where NINETY was formed, they want to partner with charities dedicated to enriching the Art and Design culture. It's about giving back, about nurturing the creative soil that gave life to their vision.
Living by Principles: NINETY’s Ethical Compass
NINETY lives by a set of principles that guide their every decision, design, and direction. They are design-oriented, ensuring their objects evoke interaction and are created using singular manufacturing processes to maintain honesty in their creations. Their things, always transported unassembled, bear their logo in a visually unobtrusive location, a subtle nod to their commitment to aesthetics and function.
Future-considered, they prioritize circular materials in their design process, sourcing all materials within the Netherlands. Each object's CO2 consumption and energy production are calculated and made visible, a testament to their commitment to environmental accountability. Plastics? Only when necessary, and even then, they aim to replace them with more sustainable materials.
Culturally motivated, they frequently collaborate with disciplines adjacent to design, supporting small creative businesses and using their store to promote them. While we're still nurturing our roots, our aspiration is to contribute a portion of our future success to the Rotterdam Art Council, reinforcing our commitment to the vibrant artistic community.
They are aiming to become a registered 1% for the Planet company, understand that this is a goal they are striving toward, not a destination we've already reached. On the path to a sustainable future, where "we, not I" is the mantra.
As NINETY continues to showcase their innovative, sustainable furniture at the Dutch Design Week, they stand not just as a company but as a beacon of hope, a catalyst for change, and a testament to the power of design in shaping a better, greener future. Their journey is not just about creating furniture; it's about crafting a legacy, one recyclable aluminum piece at a time.
The Aesthetic Revolution: Sustainability Meets Style
In a world often dominated by fleeting trends and throwaway culture, NINETY emerges as a harbinger of lasting style. Their designs are timeless, transcending the ebb and flow of fads. This is the result of their unwavering commitment to customization. Each piece, adaptable and reconfigurable, evolves with the user's needs and tastes, making obsolescence a word of the past. It's an aesthetic revolution where sustainability and style dance in perfect harmony.
The concept of planned longevity is deeply ingrained in NINETY's ethos. They don't just design for today; they design for the many tomorrows. The circular life cycle of their products ensures that each creation, when reaching the end of its journey, can be reborn into something new. It's an ode to sustainability, a pledge to the planet that resonates through each curve, joint, and screw of their furniture.
Bridging Gaps: The Cultural Impact of NINETY
NINETY's influence extends beyond the confines of sustainable furniture; it seeps into the cultural tapestry of communities. They understand that design doesn't exist in a vacuum—it's a part of a larger cultural narrative. By collaborating across various disciplines, they aren't just creating furniture; they're weaving stories, connecting dots, and building bridges between design, culture, and diversity.
Their store isn't just a place to showcase furniture; it's a canvas for small creative businesses to paint their dreams. It's a stage for artisans, designers, and creators to shine. This nurturing of the innovative ecosystem doesn't just enrich NINETY's designs; it enriches the community, creating a ripple effect of inspiration and innovation.
Ethical Transparency: The Clear Path Forward
In an age where transparency is often clouded by marketing jargon, NINETY stands as a beacon of clarity. They don't just claim sustainability; they demonstrate it. From displaying the energy consumption and CO2 production of each object to sharing the intricacies of their design process, NINETY practices what it preaches. This level of transparency isn't just good ethics; it's good business. It builds trust, fosters loyalty, and creates a community of informed and conscious consumers.
Their aspiration to join the companies committed to donating 1% to the planet is more than a marketing tactic. It reflects their genuine concern for the environment and their proactive approach to being part of the solution.
A Visionary Approach: Looking Ahead
As attendees of the Dutch Design Week marvel at NINETY's creations, it's clear that this company isn't just about making furniture. They are redefining the industry, setting new standards for sustainability, and reshaping consumer expectations. Their visionary approach looks beyond the present, envisioning a future where design, sustainability, and ethical practices coexist harmoniously.
Their commitment to using 100% recyclable materials, coupled with their relentless pursuit of innovation in design and manufacturing, places them at the forefront of a sustainable revolution. By prioritizing locally sourced materials and maintaining a transparent pricing strategy, NINETY isn't just making a statement; they are making a difference.
Their journey, like the recyclable materials they so passionately advocate for, is circular—always moving, constantly evolving. As they pave the way for a new era of design, one thing is sure: NINETY is not just crafting furniture; they are preparing a legacy—one that will endure, inspire, and redefine the very essence of sustainable design.
