The CEO of the new circular design brand Supernovas doesn't believe that degrowth is happy. Nor that sustainability should be explained from problems. From his London office, flanked by the Milan branch, Massimiliano Rossi rather hopes that design can make the synthesis between product desirability and environmental sustainability. "Analyzing the world of recycling circular projects, we realized that there is a lot of focus on the education part of the journey, while the product ultimately remains secondary. That's why we believe that circular economy products needed as much design thinking as communication thinking. We need to see recycling as a positive, fun act, the opposite of the doom and gloom attitudes proposed by many utopian visions".

The two launch collections, both made of recycled plastic, experiment with different and now consolidated technologies to create informal and aesthetically straightforward objects with respect to their origin. On the furniture front, the designers duo Odd Matter duo confronts rotational moulding with Afterlife, a stackable bench-bookcase and a container with an unmistakable terrazzo texture. On the accessories side, the designer Paula Cademartori gives life to a series of small 3D printed objects with additive technique that transform the texture into a joyful solicitation combined with color.

Going beyond the idea of recycling as a panacea and valuing renting as a virtuous consumption model, Supernovas finally embraces the concept of furniture as a service. In an era marked by changing tastes and frequent relocations, every product can be exchanged or returned, inaugurating a model of consumption hitherto little explored and certainly closer to the idea of a lighthearted purchase, tied to a specific phase of life.