Nazena circular design returns to Japan

May 3, 2022 | News

From 24 March to 1 April 2022, on the occasion of the Italian Design Day, the exhibition “Italia, ricicliAMO. Design and circular economy” was held. The Italian Embassy in Tokyo, in collaboration with architect Matteo Belfiore, has set up a space dedicated to circular design materials and products made by Italian companies in the headquarters of the Italian Cultural Institute.

Furnishing items, everyday objects, textiles and construction products: these were the protagonists of the exhibition, all rigorously born from a recovery process. They were agricultural, industrial or post-consumer waste that thanks to research and technological innovation have become productive resources for a Made in Italy virtuous circular design.

Nazena in Giappone per la mostra sul design circolare - Nazena in Japan for a circular design exhibition

How to combine design and sustainability

Circular design is a sustainable design that goes beyond the materials used to create the product, also considering everything around it: from production processes to disposal processes, paying the utmost attention to other aspects such as the impact on the environment and on local production realities.

This is what the exhibition wanted to convey and this is what was discussed during the panel on the state of circular economy in Italy. Thanks to the stories of Italian and Japanese architects and experts, the possibilities of recovery in the most varied sectors have been investigated: from automotive to urban planning, passing through fashion and arriving at the absence of matter, completely replaced by graphic creativity.

For the setting up of the exhibition itself, the guiding principles were precisely sustainability and circularity: displays built with recycled parquet staves, panels made of wood and recyclable fiberglass fabric, laser-engraved captions on recycled cardboard.
Every detail was designed to give a clear and unique message: sustainable design is possible.

sfilacciato recuperato da scarti tessili - design circolare in Giappone per la mostra Italia ricicliAMO / frayed material recovered from textile waste, circular design exhibition in Japan

When not only design is circular…

Three years before this fair, also in April and precisely in Japan, a girl named Giulia explored Japanese culture to the point of formulating the decisive thought that prompted her to action: “Why not?” she wondered, and this is how her sustainable start-up was born, with the aim of giving a concrete solution to the problem of textile waste.
The girl was our founder Giulia De Rossi and the start-up is obviously Nazena, which in Japanese means “Why not?”.

Returning to where it all began to tell our story through our products is a satisfaction beyond words but conceivable. Not only did that idea gain ground and become reality, but also it returned to the place that inspired it to inspire again in return. And dare not say we’re not circular enough 😉

Materiale e prodotti Nazena - design circolare in Giappone per la mostra Italia ricicliAMO / Nazena material and products - circular design exhibition in Japan

Virtual walk among the installations?
Browse the catalogue here: https://www.matteobelfiore.com/idd2022-catalog/

Comincia a tessere verde:

let’s #GreenWeave!

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