From Plastic to Fantastic with Supernovas Sustainable Design

Plastic is not an enemy. Plastic is a force for change.

Such a strong statement in a time where we are all fighting against the use and production of plastic.

Let’s pause for a moment and think about this.

Plastic exists and it is a reality. We have two choices in front of us:

  • We work “just” to reduce the use and production of it hoping that something good will happen
  • We exploit it making good use of all the wastes we produce transforming them into beautiful circular products

Now breathe! Isn’t option 2 smarter and sexier than option 1?

So exactly at which stage plastic becomes sustainably sexy?

Imagine a fluid world in which every single waste evolves in something better.

You simply have to undress the concept of waste from its common “use”. Look at it from a different perspective and through the lens of design give it a new silhouette.

Audacity of the mind connected with the power of innovation can transform plastic into a refined and sophisticated dynamic material.

Is plastic a dynamic material?

Plastic is as dynamic as we wish to make it. If we consider plastic a material able just to carry objects and then discard, of course it is not. But if we consider it as an alternative to the materials we use everyday in our home/offices we immediately understand that it can be 100% circular.

Plastic can be reused eternally to produce beautiful objects like bracelets, bicycles and even furniture.

Talking about furniture, we interviewed Massimiliano Rossi, Founder & CEO of Supernovas.

Who is Supernovas and what is its purpose?

Supernovas is a London and Milan based company that aims to revolutionize the way products are designed, manufactured and consumed.


By transforming waste and unwanted materials into design objects and furniture that can be recycled, and giving customers the freedom to buy, swap or return them.

The mission is to transform our planet’s waste and unwanted materials into dynamic products that evolve with individuals and communities, as they do.

It draws from the observation that human beings are in constant evolution.

As we move on, find a partner, have babies. We change. But somehow, we keep surrounding ourselves with objects and furniture that are not in sync with our dynamic life.

Too much time and money are spent on static products that become a burden when life changes, and eventually become waste too.

Hence, we envision a ‘dynamic living’ in which people are free to evolve as individuals and as communities, in sync with our planet.

What is the business model?

Supernovas is a circular design company that operates in the Global Home and Office Furniture Market.

All design objects are mono material, made from 100% recycled sources without any use of glues, ensuring 100% recyclability.

All the products can be bought, swapped or returned to be recycled and transformed unlimited, ensuring the material will never become waste again.

To make plastic and circularity fascinating to our customers we rely on two pillars:

    from a product standpoint Supernovas collaborates with world class designers to capture the creative preferences of the new generations. Those designers are involved in the creation of 100% circular (recycled and recyclable) objects and furniture for homes, offices and public spaces.
    from a distribution standpoint Supernovas implemented the ”furniture as a service” business model.
    It allows the young generations to buy, swap or return their products, in line with their dynamic, evolving and progressive lifestyle.

The combination of circular economies practices, with on trend aesthetics and the Furniture as a Service business model makes Supernovas a challenger in the design industry.

A manufacturing challenge in sourcing and manufacturing products made of 100% waste, and 100% recyclable. A new retail and business model that is a challenge for the entire industry.

The Volta Collection. An explosive 100% recycled collection designed by Paula Cademartori

Volta is a line of tableware and stationery created using 100% recycled plastic filaments (PETG) and 3D-printing manufacturing technique.

PET bottle waste is shredded into pellets and turned into filaments with the addition of natural colours. Filaments are 3D printed using a unique technique, becoming the Volta collection.

By keeping the products mono-material and not using glues, we ensure their recyclability, meaning the material will never become waste again.

Paula Cademartori is one of the most talented and eclectic creatives in the business, bringing an explosion of joy and good vibes to her designs. With a background in industrial design, Italian-Brazilian designer has built up a creative universe from a personal stylistic vision influenced by her love of art and architecture.

An explosion of energy, passion and colours, the collection includes pen holders, trays, vases, toolboxes and much more.

Paula Cademartori and Massimiliano Rossi
Paula Cademartori and Massimiliano Rossi (Founder & CEO Supernovas)

Change makers collaborations. What is the role of design today?

Design plays the most important role in the shift from a linear to a circular economy, as I strongly believe waste is primarily a design flaw.

It doesn’t matter if the outcome is a piece of furniture, an electronic device, a building or a piece of clothing.

If we want to achieve circular economy we need to start by re-thinking how everything that surrounds us is designed. Not only by ditching virgin materials but also by taking into account how the products might be disposed at the end of their use phases.

On a company level, new policies like the Extended Producer Responsibility (EPR) – that extends manufacturer responsibility for the treatment or disposal of post-consumer products –
are accelerating this transition. But, to achieve so, brands and companies have to start from square one (i.e. how their products are designed).

To conclude, this is a great example on how plastic can turns into something great and sexy.

It all comes down to being open minded and willing enough to contribute to the greater good.

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