Born again: Freya from infiniti

With its soft curves, Freya is INFINITI’s first product made from post-consumer industrial recycled plastic. Who knew industrial waste could be so sensual?

By Infiniti, Claus Breinholt, and Alyn Griffiths for

Infiniti

October 27, 2020 | 11:00 pm CUT

Italian furniture brand infiniti is committed to using recycled instead of virgin plastic in its products, which helps to boost their ecological credentials

Plastics – sometimes it feels like we can’t live with them but we certainly can’t live without them. Polymers such as polypropylene, nylon, acrylic and polystyrene are now ubiquitous and found in many of the objects we use on a daily basis. They are an integral part of everyday life but come at a cost to the planet due to the ways in which they are produced and discarded. Happily, however, we are beginning to identify new methods for making, using and reusing plastics that are more sustainable and could transform how they are perceived in the future.

In recent years, exciting innovations in the chemical engineering of plastics has facilitated the introduction of more ecological compounds and better recycling options. Plastics made from natural raw materials, for example, offer an alternative to oil-based polymers, while the reuse and repurposing of plastics is becoming commonplace. Plastics are also at the forefront of a gradual shift towards a circular economy, with new technologies enabling them to be continuously recycled.

infiniti’s Freya chair demonstrates that recycled plastic can be used in innovative ways to create outstanding products for use in domestic or commercial contexts

One company intent on demonstrating responsible and innovative uses for plastics is Italian brand infiniti , which has chosen to develop its latest products using PCR (post-consumer) plastic. This recycled material, which is made from industrial waste, helps to reduce waste as well as providing a more environmentally friendly alternative to virgin plastic. In addition to its enhanced ecological credentials, PCR plastic is robust, versatile, readily available and can be produced in vivid colours.

One company intent on demonstrating responsible and innovative uses for plastics is Italian brand infiniti, which has chosen to develop its latest products using recycled material PCR plastic

‘Starting from 2020, every new infiniti project in plastic, or with plastic components, will be produced in PCR,’ explains Marco Ceccato, director of Sales & Marketing / infiniti Strategy & Product. ‘We will minimise the use of virgin polypropylene to the maximum, and, indeed, we will aim for the complete conversion of our product portfolio by 2023, eliminating virgin plastic and using only PCR.’

Award-winning Danish designer Claus Breinholt worked closely with experts in materials and product engineering to achieve Freya’s seemingly simple silhouette

One of the first items to be produced using this new plastic material is a chair by Danish designer, Claus Breinholt. Freya is a monobloc chair featuring a seat, backrest and legs moulded from PCR plastic. The material is the most appropriate choice for achieving the gentle curves that lend the chair its distinctive, sensual aesthetic. Freya is completed with an upholstered seat panel that is attached to the rest of the chair with cleverly concealed fastenings.

According to Breinholt, the combination of the flowing, injection-moulded shell and upholstered panel is a unique concept that was technically challenging to design and manufacture. ‘Doing a production-ready 3D CAD design with an organic shape is often a difficult challenge,’ he points out. ‘Luckily, we were able to call on some clever engineers who came up with smart solutions. For instance how to fix a seat panel like the one we have on Freya without any visible screws.’

Breinholt says Freya is unique in the way it combines a monobloc plastic shell with a fully upholstered seat panel to achieve optimal comfort and style

infiniti’s technical expertise and decades of experience in furniture production underpin Freya’s elegant and timeless design, which references Scandinavia’s rich heritage of furniture making. Like many chairs created by the Nordic region’s midcentury masters, Freya borrows its organic form from nature. Respect for nature also informed the choice of reused plastic, which will reduce the chair’s impact on the planet during its lifetime and beyond. After use, Freya can be broken down and its components completely recycled to create new products.

infiniti’s technical expertise and decades of experience in furniture production underpin Freya’s elegant and timeless design, which references Scandinavia’s rich heritage of furniture making

In addition to making use of post-consumer waste materials, infiniti’s commitment to sustainability extends to ensuring its products are designed and made to last. Freya epitomises this focus on creating furnishings that fulfil a practical need whilst also displaying an understated aesthetic, meaning they won’t go out of style and will be used for decades. The chair comes in six colours, which can be combined with different upholstery options to suit the style of any interior.

infiniti is presenting Freya as part of an innovative digital fair alongside its other new products

The Freya chair will launch in early November during the CLOSE2U virtual fair from 3–5 November. It will represent the first step in infiniti’s switch to recycled plastic, and its ongoing pursuit of more intelligent ways to implement the principles of ‘reduce, reuse and recycle’ throughout its product range. ‘We want to make our contribution to the improvement of “green” production policies,’ adds Marco Ceccato. ‘It is absolutely essential that everyone does their part and all the more reason for us to continue to look for less impactful and more ecological materials and processes.’

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