HERE’S HOLLAND 2011 Frontrunners making a statement Cradle-to-Cradle is a new approach to sustainable design. Joost Jaeger, Managing Director of Amsterdam-based design agency Reggs, calls it “a positive innovation philosophy”. “We say ‘rather than settling for doing less damage by using fewer materials and less energy, aim for 100% percent damage-free instead!’ Don’t design cradle to grave, but cradle to cradle by using biodegradable materials and technically fully reusable materials with renewable energy to drive the production process, such as solar power.” According to Jaeger, “Frontrunners always meet with very strong resistance, but we have a growing number of followers, because we help raise awareness. Innovative waste processing companies and suppliers help to conceive take-back systems for products, and consumers are becoming increasingly selective when it comes to sustainability, fair trade and transparency. A business with a C2C concept makes a statement. Reggs is helping to develop this approach, with a specially trained team of brand strategists, concept developers, product and packaging designers and graphic artists.” In Amsterdam, Reggs is working with a housing corporation and the local community to design a sustainable playground. The aim is that all playground equipment should be completely recyclable and/or biodegradable. Playing on the equipment generates energy, which can be harnessed to allow young people to play digital games. The project is scheduled for completion in spring 2011. www.reggs.com | j.jaeger@reggs.com 56
lIDEWIJ EDElKOORT Elephant scanner It looks like a regular scanner, but it’s smaller and designed for crocodiles, chickens and elephants…the cuddly toy variety that is. Hospitals use the Kitten Scanner by Philips Design to scan cuddly toys as a way of introducing a playful element to demonstrate to children how their MRI or CT scan will work. This helps the children to relax, reducing the need for sedatives. The Advocate Lutheran Hospital in Chicago has reported a 35% reduction in the use of sedatives. Philips won several prizes around the world last year for the Kitten Scanner, including the IDEA Award and a Dutch Design Award. www.philips.com/kittenscanner joost.maltha@philips.com 57
http://www.reggs.com, j.jaeger@reggs.com, http://www.philips.com/kittenscanner, joost.maltha@philips.com,
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