Ahrend. Circular thinking, built into design
Ahrend designs workspaces that don’t end. Since the 1990s, every product has been developed from a single principle: how does this remain useful, even ten years from now?
Challenge & Strategy
How do you make visible what has been embedded in the way you work for decades, in a way that inspires and goes beyond technique? Ahrend designs according to circular principles that are deeply rooted in the organisation. In design decisions, processes and collaboration with partners. This way of working runs through everything they do.
We show how circularity is not a separate theme, but a way of thinking that returns in everything.
Concept
The concept of the film is built on that same principle: circularity. The film opens with a classic design, the Result chair by Friso Kramer, which guides you through processes, people and environments. Existing design takes on new forms and new contexts. By building the concept of the film on the same idea, Ahrend’s story is told with clarity and coherence.
‘If a product is made up of a hundred parts, our goal is to bring that down to twenty five.’
Result
By building the concept of the film on the same circular principle, Ahrend’s way of working becomes immediately clear, and circularity becomes something you can feel and follow. The film is used as a brand film in presentations and campaigns, and serves as a clear starting point for conversations with employees, clients and partners.
