Hydro was nominated for the 100R project which was the official launch of Hydro CIRCAL 100R recycled aluminium made of 100 percent post-consumer scrap. For the project, Hydro gathered a team of seven renowned designers to create objects with this recycled aluminium, which has a carbon footprint of below 0.5 kilo CO2e per kilo aluminium.

“It is great to see the design industry recognizes this project which presents aluminium in a new way. Hydro has no intention of becoming a furniture manufacturer, but this is the perfect scene to reach our target group of industrial designers, architects and sustainability experts who are important influencers on material choice,” says Asle Forsbak, Marketing and Communication Director in Hydro Extrusions and leader of the 100R project.

The seven aluminium objects from the designers debuted at Milan Design Week in April 2024, where Hydro’s exhibition was among the highlights of the entire design week. Later in 2024, they were also displayed at London Design Festival, and events in Germany and Sweden.

Designer and Art Director Lars Beller Fjetland orchestrated the entire project, from recruiting the designers to coming up with the compelling story. Carrying out seven simultaneous product developments together with Hydro’s engineers and the production team in Sweden was no small task.

“There is no doubt that Hydro, through its fearless and future oriented approach, has managed to put themselves and aluminium on the agenda in the global design industry with this project,” says Lars Beller Fjetland.

The EDIDA awards is often referred to as “the Oscars of the design industry.” The awards ceremony took place in Milan at this year’s Design Week, which is currently ongoing and Hydro is present with its new “R100 Project,” promoting recycling and local production.

The 100R project has received a number of external recognitions, including the shortlisting for best exhibition at Dezeen awards and winning producer of the year at the Norwegian design awards hosted by Bo Bedre.