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Writer's pictureROOTS Exhibition

Successful First Edition of ROOTS Exhibition @Masterly- the Dutch, Milano

Updated: Oct 3



Approximately 80.000 visitors at the Palazzo Giureconsulti @isaloniofficial

Slightly overwhelmed, but with great pride we are able to look back on a very successfull first edition of ROOTS Exhibition @Masterly- the Dutch, Milano.


ROOTS by Simone van Es was not just an exhibition; it’s proof of collaboration and creativity. Together, we - the designers and creators- shape the future. Our creations today determine the landscape of tomorrow.


A BIG THANK YOU to all our participants! ConverseArchitects, Sina Dyks, Simone van Es, Machiel Hopman, Claudy Jongstra, Ori Orisun Merhav, Theo Rekelhof, Roots Lab, Diana Scherer, Ian Skirvin and Iris Veentjer.


🌱♻️With the support of visionaries like artist and activist Claudy Jongstra, who passionately embraced our goal, we presented a compelling story of hope. We showcase alternatives found in and on Dutch soil, emphasize reuse, waste reduction, and welcomed companies leading in sustainability. But we also initiated panel discussions about circular design in architecture (Circular Wednesday) and the use of bio-based materials. Litteraly what mother nature, our soil, gives us...


At ROOTS Exhibition Claudy Jongstra's nomadic work 'Tangible Transformation III" was shown. Tangibility is the essence of our presentation. We don’t just show beauty; we provide a tangible, sensory experience that connects you with the urgent message we convey about the ecocide happening on our Dutch soil and around the world.


Through this work, another panel dicussion was initiated and organised by the Italian cultural plaform PASTForward focusing on redefining responsible, ethical values. How we can contribute to the creation and protection of biodiversity, healthy ecosystems and equality within the production cycle. It was moderated by Giacomo Santucci, a.o. former president and CEO of Gucci, Prada and Asia Pacific, together with the Director of the Fashion Departement of Instituto Europeo di Design (IED) in Milan, Michele Guazzone.


Alongside these visioneers, educators, sustainable investors and government representatives the Claudy shared her innovative and holistic vision on how how we can relate to the changing world around us. A hopeful message could be developing a community with farmers, scientists, ecologists, chefs and artisans who play a key role as custodians of ancient knowledge and offer new innovative perspectives for a more sustainable future.


The presence of these industry titans underscored the relevance of our endeavors. Their active participation in this discussion on sustainable fashion signaled a shift towards a more conscientious industry ethos. Reflecting upon the moment, we marveled at the journey that led to this point. Collaborating with artists whose work resonate deeply, has been immensely rewarding. Our shared ethos and holistic approach culminated in the creation of a remarkable exhibition now embraced by a global audience.


Notably, the recognition garnered by ROOTS Exhibition reaffirmed the significance of our mission. Gratitude abounds for those who have championed our cause and shared in our vision for a sustainable future. As Lidewij Edelkoort of TREND UNION / LI EDELKOORT aptly remarked, perseverance is paramount. Encouraged by such affirmations, we are steadfast in our commitment to foster a more sustainable tomorrow, characterized by plant-based, non-toxic, and circular materials.


In essence, ROOTS Foundation serves as a catalyst for change, igniting a movement towards a more conscientious approach to design and education. With unwavering resolve, let us embark on this journey towards a better future, one rooted in sustainability and innovation.


Special thanx to our Sponsors: Velux Netherlands, Royal Auping, SAM Panels, Alma Filma and Abel Interieurbouw.


Warm regards,

Simone van Es🌱♻️🇳🇱






ROOTS Exhibition @Masterly- the Dutch Milano

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