UP, a new economic model for upping the value of dead stock through design was launched by Droog at the UP conference on November 3rd, 2011. The first line of UP products was unveiled, using stock from collaborating companies including Makro, van Gansewinkel, Vlisco and Mediq.
November 3rd, 2011 Machinegebouw-Westergasfabriek, Amsterdam
At the UP conference, designers, manufacturers, industry experts and sustainability pioneers discussed the possibilities (and impossibilities) of redesigning unsold goods to bring them back into circulation. Speakers included Maurits Groen of Maurits Groen Milieu & Communicatie, Jean-Pierre Bienfait, CEO Makro Nederland, Jan Jongert of 2012Architecten and Renny Ramakers, co-founder and director of Droog. The conference was conclude with a panel discussion moderated by journalist, author and strategic advisor Mark Blaisse (Pilgrims Consultants).
Questions that were raised include: to what extent are companies willing to acknowledge that a product is not sellable, what are the intellectual property right issues associated with redesign of existing products, what are the financial implications of the model, how will redesigned products be perceived by the market and should the redesigned products be branded as UP or should they return anonymously into the production process.
UP is an outcome of “New is the New New,” a government-funded investigation into the value of dead stock, initiated by Droog Design Foundation. It is the latest undertaking in Droog’s commitment to unwanted material, which began in the Nineties. Resourcefulness relevant to our times, UP represents a commitment to re-appropriating industry leftovers in order to bring them back into circulation.
UP is in collaboration with
2012Architecten, Isabel Berglund, Mark Blaisse (Pilgrims Consultants), Call for Action, CMK1, Committee, Jenske Dijkhuis, Makro Nederland, Mediq Suomi (Finland), Rotor, Royal Leerdam/Libbey Europe, Sebastian Straatsma, Studio Droog, Van Gansewinkel Groep, Annelys de Vet, Vlisco, Wegter Grootverbruik BV.
The project has been made possible by Agentschap NL.