R100 EXHIBITION
CAPSULE PLAZA
DESIGNED BY LARS BELLER FJETLAND
Following the success of their 2024 exhibition “100R” at Milan Design Week, Hydro returned to Capsule Plaza with another ambitious project. After launching Hydro CIRCAL 100R – the world’s first industrial-scale aluminium made entirely from post-consumer scrap – last year, the company shifted its attention to transportation emissions. With R100, Hydro challenged itself to bring to life groundbreaking designs from Sabine Marcelis, Keiji Takeuchi, Cecilie Manz, Daniel Rybakken and Stefan Diez within a self-imposed limit of a 100 km radius – from locally sourced post-consumer scrap to finished design objects. The result: a staggering 90% reduction in transportation emissions compared to the 2024 project.
The second chapter of Hydro’s Milan series continues to highlight the company’s ongoing efforts to achieve net zero emissions by 2050, examining every level of the aluminium manufacturing process to get there. Celebrating the launch of Hydro CIRCAL 100R in Milan in 2024 – with its record low carbon content below 0.5 kilo CO2e per kilo aluminium – represented a major milestone for the Norwegian company. Examining the footprint of transportation for this year’s exhibition comes as a natural extension of Hydro’s 2024 project.
– We do not do these projects because they are easy, we do them because they are hard, says R100 Art Director Lars Beller Fjetland, paraphrasing John F. Kennedy’s famous moon landing quote.
Doubling down on that notion, Beller Fjetland made sure that not only the R100 products, but all aluminium components used in the exhibition design, were also made from 100% recycled post-consumer scrap.
– Trade fairs are widely known to be the worst in class when it comes to emissions. My goal since starting this journey with Hydro has been to prove that there are ways to make a big impact without big emissions. For the second chapter of our presence in Milan I wanted to challenge myself to design a mono-material exhibition by applying the same limitations and logic that the R100 designers had to work within.
– To add to the challenge, I decided to only work with off-the-shelf profiles and transform these into all the necessary elements needed for us to tell our R100 story, further reducing the environmental impact of the project, Beller Fjetland adds.
ART DIRECTOR LARS BELLER FJETLAND
Following the success of their 2024 exhibition “100R” at Milan Design Week, Hydro returned to Capsule Plaza with another ambitious project. After launching Hydro CIRCAL 100R – the world’s first industrial-scale aluminium made entirely from post-consumer scrap – last year, the company shifted its attention to transportation emissions. With R100, Hydro challenged itself to bring to life groundbreaking designs from Sabine Marcelis, Keiji Takeuchi, Cecilie Manz, Daniel Rybakken and Stefan Diez within a self-imposed limit of a 100 km radius – from locally sourced post-consumer scrap to finished design objects. The result: a staggering 90% reduction in transportation emissions compared to the 2024 project.
The second chapter of Hydro’s Milan series continues to highlight the company’s ongoing efforts to achieve net zero emissions by 2050, examining every level of the aluminium manufacturing process to get there. Celebrating the launch of Hydro CIRCAL 100R in Milan in 2024 – with its record low carbon content below 0.5 kilo CO2e per kilo aluminium – represented a major milestone for the Norwegian company. Examining the footprint of transportation for this year’s exhibition comes as a natural extension of Hydro’s 2024 project.
– We do not do these projects because they are easy, we do them because they are hard, says R100 Art Director Lars Beller Fjetland, paraphrasing John F. Kennedy’s famous moon landing quote.
Doubling down on that notion, Beller Fjetland made sure that not only the R100 products, but all aluminium components used in the exhibition design, were also made from 100% recycled post-consumer scrap.
– Trade fairs are widely known to be the worst in class when it comes to emissions. My goal since starting this journey with Hydro has been to prove that there are ways to make a big impact without big emissions. For the second chapter of our presence in Milan I wanted to challenge myself to design a mono-material exhibition by applying the same limitations and logic that the R100 designers had to work within.
– To add to the challenge, I decided to only work with off-the-shelf profiles and transform these into all the necessary elements needed for us to tell our R100 story, further reducing the environmental impact of the project, Beller Fjetland adds.
ART DIRECTOR LARS BELLER FJETLAND
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R100 EXHIBITION [PHOTOGRAPHED BY EINAR ASLAKSEN]
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R100 EXHIBITION [PHOTOGRAPHED BY EINAR ASLAKSEN]
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R100 EXHIBITION [PHOTOGRAPHED BY EINAR ASLAKSEN]
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R100 EXHIBITION [PHOTOGRAPHED BY EINAR ASLAKSEN]
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R100 EXHIBITION [PHOTOGRAPHED BY EINAR ASLAKSEN]