How one flourishing Rotterdam-based initiative is challenging artists and designers to produce simple and stylish products from recycled materials for a discerning international clientele.

Text and pictures by Kati Noordhuizen/ Expatica

Jan de Haas began Studio Hergebruik as a hobby four years ago. He knew a few designers and artists who were working with recycled materials and wanted to create a platform for them to sell their products as well as to develop their creations further. Over four years, Mr de Haas has created a substantial network without resorting to extensive advertising or marketing. Word of mouth is working for them with artists, designers and companies contacting them rather than the other way around.

“We started with five designers and we now have over 70 different designers in our network,” says Mr de Haas. He shrugs his shoulders and grins. “It just happened.”

Educating and inspiring
Mr de Haas emphasises that one of the most important goals of his design studio is “to inspire people”, “bring them together” and to operate as a platform from which to exchange knowledge from the ‘playground’ he has created. Studio Hergebruik offers internships, educational workshops and exhibition spaces to Dutch art academies and universities, along with team-building events for companies.

Mr de Haas observes that art schools are increasingly focussing on different ways of using materials and the artists and designers in his network are only too willing to lead workshops.

“We had Chinese, Indonesian and Indian students visiting here today. They are staying in Rotterdam as exchange students, and have been here to discuss and learn about sustainability,” he says.

The designers
Given that several designers contact Studio Hergebruik weekly, Mr de Haas needs to be selective. “When choosing products for the Studio, the recycling of material is a prominent factor,” he says. But what makes recycled material attractive for designers? “The challenge,” says Mr de Haas without hesitation.

Most of the designs you see in Studio Hergebruik are simple and stylish. “It is actually a hell of a job to find the right kind of material, select it, clean it and then figure out how to get it into the right form,” says Mr de Haas.

”The designers are usually more interested in the materials than the green movement,” he admits, which is one of the main differences between the buyer and the creator; most of the Studio’s clients are vigilant about the recycling of waste at home and in their workplaces.

The customers
Since Mr de Haas launched the studio, he has soon a significant increase in people’s interest in recycled material. He describes Studio Hergebruik clients as “people, who are adventurous and like fashionable objects”, and his studio as “representing the avant-garde stream in taste." He adds:

“Our typical customer is an over 30, highly educated urban woman. Even though many students love our works, they can’t afford to buy them.”

Mr de Haas lists Scandananvian countries, Germany and Austria as being amongst the places leading in this fast-growing recycling trend; something which has caught on in other countries across Europe to varying degrees.

International reach
Due to having both the Dutch tourist office and several hotels located in its vicinity, Studio Hergebruik attracts tourists as clientele, particularly Italian, German and Spanish. “Especially during Rotterdam’s major events, such as North Sea Jazz and International Film Festival our sales climb,” says Mr de Haas.

Paradoxically, the financial crisis has had a positive effect on Studio Hergebruik. “Our customers are spending just as much money as they did before,” says Mr de Haas, “however, the mindset has changed. People consider more carefully whether they should invest in design products or not. They are also more interested in the origin of and the quality and craftsmanship of the product. People aren’t only willing to pay only for the label; they also want to know the story behind the product.”

Studio Hergebruik is situated at Coolsingel 53, Rotterdam.
For more information visit www.studiohergebruik.nl