What is the Gaia project?
Gaia is Arredo3's first eco-sustainable display: it groups together all the elements made of eco-friendly, recycled and sustainable materials. It is the proposal with which we would like to start giving a concrete signal regarding the desire to reduce the impact of our products on the environment, aimed at a conscious public, attentive to quality and design, and sensitive to environmental issues. The name is derived from the ancient Greek goddess, personification of the earth and mother of all beings. The Gaia collection includes doors, tops, handles, open compartments, equipped back panels, bookcases and tables, made of eco-friendly, recycled and sustainable materials, to be included in many Arredo3 models.
What kind of materials were used and what technical differences do they present?
The Gaia set-up includes eco-friendly or recycled materials in some Arredo3 kitchen models, as well as handles, tops and accessories, so that a kitchen with a low environmental impact can be created. The doors that make it possible to compose an eco-friendly Gaia kitchen are made of:
-Recycled polyethylene, resistant, practical and long-lasting applied to a recycled particle board panel or Mdf.
-Beam veneer composed of post-consumer beams to create unique pieces.
-Aluminium frame and glass door, 100% recyclable materials. Aluminium is also an infinitely recyclable material that always retains its qualities.
-Frame in aluminium and door in Laminam, a ceramic material composed largely of natural materials, with a sustainable production philosophy.
The handles are all made of recyclable aluminium. The tops, in addition to Laminam, stainless steel and Cosmolite, are also available in other ceramic compounds with similar characteristics, namely Abitum, Infinity, Iris and Dekton. Finally, the complements with aluminium structure, such as the Open, Rubik open elements with shelves in Pet or veneered beams, Modus channels, steel equipped channels and some tables.
What really distinguishes a sustainable kitchen from one that is not?
Certainly the choice of materials used, which must be recycled and recyclable. One example is post-consumer beams that can be reused, thus giving new life to wood and creating unique furnishing elements. As well as glass and aluminium. Aluminium in particular is infinitely recyclable. A kitchen is sustainable not only for the materials used to make it, which as we have seen can have a second or third life, but also for the production systems and the energy used to make it. For this reason, Arredo3 has for some years now decided to invest in environmental sustainability projects, optimising energy sources for its own needs with a view to a circular economy. A path that we have decided to undertake with the aim of reducing our "carbon footprint", thus limiting the amount of greenhouse gases produced through energy savings, the choice of recycled and eco-sustainable materials, and initiatives in favour of the environment. The Gaia display, in particular, is inspired by the contents of the worldwide 'Green Deal', the European Commission's plan to offset greenhouse gas emissions with specific actions and reach the goal of zero emissions by 2050. The first step to achieve this goal is to collaborate with the Agenda 2030 programme for Sustainable Development signed by the UN countries, and Arredo3, with the new Gaia display, makes a concrete contribution to spreading awareness in the choice of ecological products, proposing environmentally friendly materials for the kitchen. The aim is to raise customers' awareness of a sustainable way of life starting with ecological choices, even in the kitchen.
How is it communicated to end customers?
In the wake of this value system, Arredo3 has launched its 2022 advertising campaign on the main radio and digital stations, presenting Gaia, its first eco-sustainable furnishings, to the public. The campaign is characterised by the claim "Arredo 3, as unique as those who choose them", openly addressing a public that is aware, quality-conscious, design-conscious and also environmentally aware. A video was made to accompany the campaign: the film is narrated in the first person and tells the story of everyday life, reviewing habits, emotions and episodes, but only apparently is it the story of a woman... In addition, Arredo3 chooses and supports the Treedom project, which promotes reforestation and agroforestry in various areas of the world and in developing countries with the aim of bringing multiple environmental and socio-economic benefits. With the purchase of a Gaia fitted kitchen, Arredo3 will give - by involving and sensitising the customer - a tree to be planted in favour of Treedom, thus growing its own forest that will absorb 311 tons of CO₂ and contributing to the reforestation and protection of biodiversity in the world.
How long has Arredo 3 been applying environmentally friendly solutions to its products? What are the future plans on this issue?
Arredo3 has been paying great attention to environmental issues for several years now. The affirmation and success of the brand are the result of significant investments in research and development and the decision to embark on a long-term path to minimise the environmental impact of its production through careful energy consumption, the choice of recycled and eco-sustainable materials, and environmental initiatives. The future will therefore be increasingly oriented towards sustainable choices, both in terms of materials and energy savings during production and with clean, low-impact energy sources.