Milan, Italy
“Change comes from human action. To overcome the status quo, we shift from an attitude of expectation to one of action. We network, rethink, try out ideas, learn, talk, and keep an open mind,” says designer Stephan Hürlemann.
The traditional Swiss carpet manufacturer Ruckstuhl, designer Stephan Hürlemann and online media company DAAily platforms present the Fellow Project and the Fellow rugs at Milan Design Week 2023 as part of the exhibition “Fellow – Metamorphosis of a Rug” conceived by Hürlemann.
Showcased in the popular Gallery Assab One space, the project is the result of a joint experiment with the aim of improving the eco-balance of products and finding an answer to the question of how the furniture industry can become more sustainable.
The design, production, distribution, use and trade of a rug was rethought and each Fellow rug was linked to a Non-Fungible Token (NFT), which bundles and digitally maps all actions around the product.
The Fellow Project presents the Fellow rugs designed by Stephan Hürlemann as well as new ideas for processes, services and rituals that can potentially be applied to other goods.
The goal of the project is to establish a more sustainable system by shortening supply routes, extending the useful life of products and simplifying processes for a more conscious use of products.
“Ruckstuhl has been producing carpets from natural fibres since 1881. Sustainability is deeply rooted in our DNA. Nevertheless, we also have to question our established ways, recognise the need for action and improve. The Fellow Project serves as a roadmap for us. It shows us where we can start,” says Adrian Berchtold, Managing Director of the carpet manufacturer Ruckstuhl, explaining the drive behind the innovative project.
A central theme of the Fellow Project is the shortening of delivery routes.
In order to achieve this, Ruckstuhl plans to cooperate with other carpet manufacturers and thus build up a network of production sites for the Fellow carpets.
The focus is put on decentralized production at partner manufacturers who produce the carpets “on demand” and according to Ruckstuhl’s specifications exactly where they are needed.
The vision is to create a world with less freight traffic, in which brands with the same values and production methods network and have their products manufactured locally from regional materials.
For people to become more attached to the product and take better care of it, designer Stephan Hürlemann has designed each carpet to be one of a kind and a unique part of the Fellow collection.
In addition, the individual life story of each carpet is made visible with an online diary, the so-called Fellowship Diary, and thus becomes a potential added value. The increased appreciation for products is also reflected in the newly designed store.
Used carpets are offered there alongside with new products.
In order to simplify and make the decentralized production, cleaning and repair of the carpets or the tracking of the materials transparent, each Fellow receives a Non-Fungible Token (NFT) that represents it in the digital world and bundles all actions around the carpet.
The digital Fellow in the owner’s DAAily Wallet is a merchandise, a warranty certificate, a certificate of uniqueness, a certificate of ownership and a key to information and services all in one.
Designer Stephan Hürlemann has developed a design principle that can be used to create countless unique rugs.
The concept is based on a collection of 14 colours and five rectangles that act as the smallest design elements.
Each of the rectangles consists of one or two colour areas.
Different combinations of colours and rectangles result in a variety of patterns.
Neighbouring areas of the same colour optically merge with each other.
Using these elements as a basis, Stephan Hürlemann created five atmospheric worlds reminiscent of e.g. city maps or pixel graphics.
In these worlds of form and colour, Hürlemann looked for interesting segments and colour combinations.
The first result are 75 carpet designs in five different formats with different characters – from colourful to monochrome, from dark to cheerful, from calm to lively.
Each Fellow rug is recognizable as part of its world and related to other Fellows through its building blocks.
The Fellow Project shows new ways to make the life cycle of a rug more sustainable.
The pilot project and Stephan Hürlemann’s rug collection is presented during Milan Design Week as part of the exhibition “Fellow – Metamorphosis of a Rug” from April 17 to 23, 2023 at Gallery Assab One.
Project: Fellow – Metamorphosis of a Rug
Designer: Stephan Hürlemann
Manufacturer: Ruckstuhl
Photographer: Stefan Altenburger