Wad van Waarde

The project Wad van Waarde

In the north of the Netherlands you will find a unique area. A place where salt and fresh water mix, the horizon fades and sometimes the sea is land, where everything grows, swims, flies and lives and where borders disappear. In the Wadden area, designated as UNESCO World Heritage, everything comes together. And that offers opportunities. Here you will find a valuable nature reserve, breathtaking views and beautiful people. But here microplastics also flow into the sea, container ships transport their goods, biodiversity shrinks and the economy groans. The Wadden coast is the world in a nutshell or the canary in the coal mine. We show how change is possible through integral collaboration, in which product designers play a crucial role. Our goal is to realize a plastic-free Wadden area, as an inspiring example for other (UNESCO) nature reserves, to show how it can be done! The designers are: Simone Larabi, Eileen Blackmore, Christien Meindertsma and Tjeerd Veenhoven

A maker network for circular products

We map out what is valuable for nature, tourism, agriculture, economy or education and connect all that value in two ways: 1. We have built an integral value chain around flax. A local, sustainable maker network of (young) farmers, designers, students, entrepreneurs and makers. 2. We design and make alternatives for plastic products from the flax. Local, circular products that can replace plastic bags, synthetic textile clothing and toys.

The approach

House of Design designed a system change to spark a transformation—from plastic soup to ‘veggie soup’ to embrace a biobased economy that nurtures both nature and people. By looking to the past, when plastic didn’t pollute our planet, we rediscovered the power of flax, a crop that has grown in our region since 800 AD but was overshadowed in the 1960s by cheaper cotton and synthetic textiles. Flax not only enriches the soil but also boosts biodiversity—vital for Friesland and Groningen. In 2016, we embarked on a mission to reintroduce flax through a Local Value Chain. By 2024, we completed this value chain, with all steps located within a day's drive. Starting with 2 hectares in 2021, we now cultivate 65 ha across 14 farms. All parts of the flax will be transformed into products—linen yarn for bags, jackets, toys and curtains; and short fibers for biocomposites, insulation, and interior panels. These products adhere to the Wadden Standard: biobased, recyclable, reusable, and biodegradable, causing no harm to nature or human health, steps toward regenerative design. Our vision sets a new benchmark for sustainability—an inspiring model for UNESCO world heritage regions and beyond.