Timberland and Giò Forma at Design Week ROBOTL: the sustainability superhero
Timberland attends the Design Week for the third time, the project is a collaboration with Giò Forma design Studio, with a Project that embodies the high ethic value of environment safeguard and sustainability. The imposing installation, 6 metres in height, will be erected in Piazza XXV Aprile, from Aprile 9th to 14th, embodying the concept of this edition of Brera Design District, Design your Life: the sustainable and conscious planning of one’s own choices.
Robotl is a Superhero, an entity conceived and aimed at showing how wrong choices and little care in daily behaviour can lead to “create” monsters polluting the ecosystem. Through its educational guide, we can all become superheroes, just like Robotl … sustainability superheroes. The work has been created using some recycled plastic bottles and production rejects coming from the design industry, with the purpose of transforming polluting agents into something with a meaning, as recycling leads to reuse and awareness to reduce pollution.
Monitors will broadcast educational movies, interviews, stories and reports of the project protagonists, and to preview the new footwear collection Rebotl.
“By using iconic rests, plastic and production waste of the italian design industry we will create a giant Superhero of Sustainability to show how “details” are interesting and how they can come to life becoming a theatrical experience” said Giò Forma.
“Being at the Milan Design Week 2019 with a project about sustainability is a great step for our brand, more so as we’re doing it by partnering with such a great design studio as Giò Forma, who totally understood our concept of social responsibility and created the best representation of it with RoBotl.” says Marianella Cervi, Head of Sustainability & Responsibility for Timberland in EMEA
The new Timberland footwear collection based on a specific technology has inspired the Superhero’s name ROBOTL ; this capsule collection takes its name from the technology used and is made using 50% of recycled PET
This technological process starts from the collection phase of non-biodegradable PET plastic bottles, which are recycled and transformed into RPET knit (recycled polyethylene terephthalate): a material that can be used on different types of products and whose purpose is to reduce almost completely the environmental impact of various production process.