‘The future of sustainability needs a blank canvas,’ says Robert Bronwasser

“I want to make my vision of sustainability tangible,” says industrial designer Robert Bronwasser. “As a designer of hundreds of products brought to market, I started thinking about how to translate my experience and vision of design into a sustainable philosophy.” 

The ultimate goal is designing products that are timeless, an outcome that ultimately upholds sustainability goals as we know them today. “But then we also have to create things using that philosophy, so understanding what is needed to make products last longer,” says Bronwasser.

This, sometimes complicated, approach to design was the focus of our interview with Bronwasser, which we published earlier this year. When talking to Bronwasser then, he discussed how technological advancements and significant societal shifts often necessitate changes in product archetypes, highlighting the transition of certain products, like the telephone, from traditional wired devices to smartphones. 

However, he noted that certain product categories, such as electric bicycles and cars, have been slower to evolve, and in his view, these products have largely retained their outdated archetypes, indicating ample room for innovation.

“A lot of attention is still paid to material use and recycling, which is of course essential at the end of a product’s life,” says Bronwassser. “But I want to focus much more on how we can postpone recycling products for as long as possible, by designing products that last as long as possible. After all, the future does not need yet another update of what already exists; we need to rethink, redefine and redesign.”

This perspective inspired Bronwasser’s Timeless is More exhibition at Masterly – The Dutch in Milano, which explores sustainability and innovation across mobility, food, technology and living, Within it, he addresses the significance of timeless creations and the importance of rethinking, redefining and redesigning products so they truly stand the test of time. 

“The future does not need another iteration of an existing product; it calls for a new way of thinking and designing. It calls for a new blank canvas,” he says.

As such, Bronwasser plans to present four unique products that reimagine some of the most prevalent inventions of our lifetime, the first of which tackles the humble bicycle. 

“It’s the best way to travel around the city,” says Bronwasser. “It’s compact, flexible and you can park it anywhere.”

“However, as city planning rapidly adjusts to the demands of modern society, the design of our bikes is falling behind, lacking the courage to truly revolutionise smart urban mobility.”

With this in mind, Bronwasser has designed Rebike, an unconventional e-bike that integrates the various expected electronic features into a unified body. Featuring a modular design with parts that are easy to disassemble, the Rebike allows users the option to repair, adapt and customise their e-bike, ensuring its potential to endure a lifetime of use.

Bronwasser has adopted a similar approach whilst reimagining another ever-present element of our lives—the kitchen. Called Remix, a movable and modular unit that reimagines the kitchen as a single, ever-evolving element. 

“People tend to relocate throughout their lives, packing up their personal belongings and favourite furniture,” says Bronwasser. “Except for two things: the bathroom and the kitchen. These spaces are site-specific and relatively static. That’s odd if you consider (preparing) food to be one of the most essential aspects of our lives. Why can’t you cook exactly the way you want, wherever you are?”

This led me to design a kitchen as a collection of modular and movable furniture, with each element serving a specific function—preparation, cooking, storing and cleaning. Each element is purposefully designed for its function and you can set them up just the way you like. And If you move, you can take everything with you, wherever you go.

This idea helped Robert Bronwasser come up with a kitchen made of furniture that can be moved around. Comprising countertops, drawers, cupboards and cooking appliances, each element serves a specific function—preparation, cooking, storing and cleaning. 

Remix looks very simple, with most of its features almost invisible. For example, there’s a thin slit above the countertop for holding knives, and a rack underneath it for storing utensils. And if you move, you can take the whole kitchen with you to your new home, so you can keep using it the same way.

“You can set them up however you like,” he explains. “And if you move, you can take the whole kitchen with you to your new home, so you can keep using it the same way.”

Of course, as a designer, the task is to create products that withstand the test of time and align closely with sustainability principles. However, it’s also essential to approach design from the standpoint of focusing on what is necessary to enhance product longevity.

“We must create new archetypes that are easy to fix, adapt, or upgrade to meet our evolving needs. Moreover, they need to offer pleasure rather than being purely functional so that you want to keep them for life.”

Also on display is Bronwasser’s reinterpretation of a more novel and contemporary product—a virtual assistant. Called Replay, the universal player has the potential to stream everything its users love, from holiday photos and music to their favourite series or exciting games.

The design is inspired by vintage portable televisions, featuring a 14-inch screen and integrated speakers to create the ideal combination of picture and sound. Housed inside a simple, friendly plastic shell, the concept product is compact enough to move around and enjoy anywhere in the home. 

“Nowadays, technical devices play a significant role in our lives,” says Bronwasser. “And although they are everywhere, they all tend to be similar: technical and consequently quite boring. I wondered what if we could bring simplicity and friendliness back into our daily devices?”

The fourth and final product Bronwasser will present is Recover, a mass-produced ergonomic chair crafted from recycled materials. As suggested in the name, the unique selling point of the chair is its cover, which literally makes Recover unique to its user.

“Offering endless opportunities for customization, Recover can be tailored to the personal style of its user. By adding a distinct cover that resonates with your taste or reflects the latest fashion trends, you can transform the chair into the perfect match for any setting. Whether you prefer a sporty or high-fashion look, the possibilities are truly limitless.“

“Every year thousands of new furniture hit the market,” says Bronwasser. “Many of these pieces are inspired by the latest interior trends, colours and materials. However, if we truly want to change to a more sustainable environment, we should stop designing new stuff every year. We don’t need more, we need timeless furniture pieces that adapt to your evolving taste.”

For Bronwasser (read our previous interview here), sustainability intersects with issues of consumer behaviour and market trends, so how can designers navigate the balance between creating timeless, sustainable designs and meeting the demands of a dynamic market? 

“I think it is very important to focus on the end user and to make products that can easily be adapted to the user’s wishes or changes in the market,” says Bronwasser. “Not by continually introducing new products, but by starting to design products that last longer due to modularity and flexibility. And of course by designing products that, in addition to being functional, have a certain individuality, so that people build a bond with them. Because many of the most timeless products are not neutral, but iconic and averse to short-lived trends.”

The Timeless is More exhibition will take place at the Masterly (Palazzo dei Giureconsulti, Piazza dei Mercanti 2, Milan) from April 16th to 21st, Tuesday from 11.00 to 16.30, Wednesday through Saturday from 11.00 to 20.00, and Sunday from 11.00 to 15.00.

Bronwasser will also hold a talk, “Timeless is more,” on Wednesday, April 17th at 15.00, where the designer will delve deeper into his sustainability vision and discuss the four concepts showcased in the exhibition presentation. For more details, visit masterly.nu.