Embassy of Rethinking Plastic

Over the past seven years, Dutch Design Foundation brought together designers, governments, businesses and knowledge institutions through the World Design Embassies programme to shape a more sustainable and socially inclusive future. Each Embassy focused on a specific societal theme – ranging from health and mobility to food and safety – using design as a tool to explore new perspectives and shape meaningful transitions. World Design Embassies provided space for research, experimentation and connection. Take a look below at 3 years of the Embassy of Rethinking Plastic.

The Embassy of Rethinking Plastic served as a collaborative platform to explore innovative approaches to plastic usage, aiming to shift perceptions and promote sustainable practices. The Embassy challenged conventional views on plastic, emphasising the need for a circular and responsible approach to this material that has become part of our everyday lives.​

From problematic waste to valuable resource

Plastic has long been viewed as a cheap, disposable material, leading to significant environmental issues. The Embassy advocated for a paradigm shift, encouraging society to see plastic not merely as waste but as a resource that, if managed responsibly, can have enduring value. By reimagining our interaction with plastic, the Embassy sought to foster a culture where design and innovation drive sustainable solutions.

Showcasing sustainable innovations

Throughout its journey, the Embassy highlighted numerous projects that exemplified sustainable and innovative uses of plastic. For instance, the ‘Rethinking Plastic House’ showcased over 100 products made from recycled or alternative materials, demonstrating the potential for plastic in sustainable design. Other notable projects included ‘Pretty Plastic’ tiles made from old plastic window frames and ‘Shell Homage,’ which utilised discarded eggshells and nutshells to create biodegradable materials.

Embracing Biobased and Circular Materials

In its later years, the Embassy’s focus expanded to include biobased and circular materials as viable alternatives to traditional plastics. Designers collaborated with natural organisms, such as bacteria, to develop materials that are not only sustainable but also biodegradable. Projects like ‘Gold’ by WINT Design Lab and ‘The Dairy Farm is a Universe’ by Studio Thomas Vailly explored how agricultural by-products could be transformed into high-quality textiles and biocomposites.

Collaborative Innovation and Experimentation

The Embassy facilitated partnerships among designers, industry stakeholders, and research institutions to experiment with new materials and processes. Initiatives like Packadore Collective developed sustainable packaging solutions that addressed both environmental concerns and user accessibility, such as packaging designed for individuals with disabilities.

By challenging perceptions and demonstrating the potential of plastic when approached responsibly, the Embassy contributed to a growing movement towards more sustainable material use and circular design.

Since 2025, the World Design Embassies programme has come to a close. Dutch Design Foundation is building on its legacy with Coalitions: a new platform and structural approach that connects creative thinkers and makers with the momentum of science, organisations and government. Coalitions harness the power of design to address societal challenges and accelerate change towards a more sustainable and inclusive society.