Rots in de Branding
Product
2-way book display
Year
2026
Material
SeaWood
In collaboration with
Finn Carroll
Guus Kentie
Ise Pelt
Dan Prip
Elisa Tremouilhac
Guus Kentie
Ise Pelt
Dan Prip
Elisa Tremouilhac
Created for
SeaWood Materials
New Store
'Rots in de branding' is a Dutch saying, literally translating to 'rock in the surf', meaning someone or something to lean on. New Store
In this case, the display is not just for a book to lean on, it also introduces people to a new material, which we might have to lean on in a sustainable future.
New Store committed groups of students to create a product in 4 days, made from SeaWood, a seaweed fibreboard created by BlueBlocks. This product could be sold in New Store, a pop up shop from the innitiative of the museum of architecture, design and digital culture: Nieuwe Instituut.
As the museum shop of Nieuwe Instituut sells lots of books, we thought it was fitting to create a book display. The shape allows for the book to be displayed in two ways: laying down or standing up.
