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Driving Dutch Design: Re-Value — Expo
The Right Choice: a series of positive concepts

The New Standard 2030

Studio Jeffrey Heiligers, The New Standard 2030
Tim Meijer
This project is part of Driving Dutch Design: Re-Value — Expo

Over the last 10 months I have been working on four concepts, Re-Engineering home and lifestyle products to The New Standard matching my vision for the year 2030.

Netherlands - October 2030 | Purchasing new products is no longer permitted, adopting is. Retailers, manufacturers and consumers are working hand in hand to bring the impact of lifestyle products down to zero. Adopters and producers take their own roles in this process and share responsibility. The individual story and created identity shown in the passport of each product reflects its entire lifecycle - from idea to disposal.

The right choice is The New Standard for all parties. During the making process of Flatpack Couture* and the BIY (Build-It-Yourself) Sneaker* the consumer takes control. The designer, manufacturer and retailer guarantee the Zinc Cabinet* and the BIY Sneaker are 100 percent circular. Thirty kilograms of Fast-Fashion waste from the year 2020 shape every hand-crocheted RagRug. Low impact is now The New Standard in manufacturing, where recycling is central to the design process. Disposing is simply out of fashion.

*Flatpack Couture print design by Studio Neetje
*BIY Sneaker sponsored by Chemelot Innovation & Learning Labs | In collaboration with Jessica den Hartog
*Zinc Cabinet sponsored by Rheinzink

More information on the products at