BUILDING FROM WASTE
MISSION
Pretty Plastic transforms waste into stunning, safe, and enduring facade claddings, championing a circular economy where resources thrive in a cycle of continuous renewal. Embrace the beauty of upcycling, one tile at a time – from trash to tile, building(s) from waste.
FROM TRASH
TO TILE
Circular Economy emerges as the construction industry's guiding principle. Gone are the days of using raw materials and throwing them away when they're no longer needed. We now know that Earth's resources are limited, and we must protect its ecosystem. In a circular economy, there's no waste – materials are used time and time again. By closing energy and material loops, we reduce harm to our precious planet.
A NEW FOUNDATION
Over half of society's waste originates from construction and infrastructure. Transitioning to a circular economy demands a profound transformation throughout the industry: from project conception and design to innovative products and implementation. There's no one-size-fits-all blueprint for circular construction. For many in the mainstream sector, sustainable promises remain a distant dream, with recycling left to future generations. Pretty Plastic aims to rewrite this story, inspiring others in the construction field. Building from waste is not just a possibility—it's a conscious choice.
BUILDING A FUTURE YOU CAN SAVOUR
RECYCLING REIMAGINED:
Utilising recycled materials in deconstructable constructions offers a wealth of environmental benefits. It eliminates the need for new raw materials in the building process, allowing us to take responsibility for both our past and future. This naturally fosters a circular economy.
Pretty Plastic champions this cause by converting waste into innovative building products. Transforming trash into valuable resources is a remarkable feat – proving that, indeed, you can have your cake and eat it too.
100%
PLASTIC WASTE
Creating facade claddings that meet rigorous technical demands is no small feat. Each cladding must be wind- and waterproof, fire-resistant, and capable of withstanding extreme weather conditions. It's no wonder that developing genuinely sustainable facade materials has been a challenge. Pretty Plastic rises to the occasion, crafting tiles composed entirely of recycled PVC building waste.
The production process utilises waste streams, resulting in uniquely varied tiles that bestow facades with a natural appearance. Fully fireproof certified, these tiles can adorn any building. By addressing waste streams and generating recyclable cladding materials, Pretty Plastic's tiles make a lasting impact on the circular economy – transforming trash to tile, time and time again.
THE STORY
OF PRETTY PLASTIC
THE ORIGIN STORY
In early 2015, designers Reinder Bakker and Hester van Dijk from Overtreders W, along with architect Peter van Assche from Bureau SLA, came across a shipping container brimming with household plastic waste. Captivated by the hidden beauty and potential within, they pondered the possibility of converting this discarded material into valuable building resources. The vision of repurposing an old shampoo bottle into a superior form ignited their passion for transformation.
FROM WASTE TO RESOURCE:
THE PRETTY PLASTIC PLANT
Eager to make their vision a reality, Reinder, Hester, and Peter approached leading plastic product manufacturers in the Netherlands with their innovative building tile design. However, they encountered a lack of interest, as much of the industry thrived on producing low-cost, uniform items from new plastics at a rapid pace. Undeterred, the founders believed recycled plastic deserved a chance to shine, with tiles that showcased identity and character. Determined to demonstrate the competitiveness of plastic recycling, they took matters into their own hands and designed the Pretty Plastic Plant, complete with a custom-built machine park.
DEFYING CONVENTION:
THE PEOPLE’S PAVILION CHALLENGE
The Pretty Plastic Plant's initial success saw the production of over a thousand distinctive tiles, which were incorporated into exclusive interior design projects. This accomplishment paved the way for a more ambitious endeavor: designing the main pavilion for Dutch Design Week 2017, known as the People's Pavilion. The facade featured 9,000 one-of-a-kind tiles, all crafted from recycled household plastic waste. Captivated by the allure of the Pretty Plastic Plant, Belgian recycling company Govaplast offered their engineering expertise, soon becoming Pretty Plastic's inaugural production partner.
RISING TO THE OCCASION:
A MASTERPIECE IN THE MAKING:
A CERTIFIED AND REFINED PRODUCT
Achieving perfection is no simple task. Over the following year, extensive testing was conducted to guarantee that the recycled plastic tiles met the highest standards of appearance, ease of installation, safety, and durability. In 2019, Pretty Plastic tiles received the Class B fire certificate (indicating that they are highly flame-resistant) according to NEN-EN 13501-1, making them suitable for any building. In January 2020, the first structure adorned with Pretty Plastic tiles was unveiled, with more successful projects following suit.
CONSTANT INNOVATION:
THE EVER-EVOLVING PRETTY PLASTIC TILES
In recent years, an increasing number of projects have embraced Pretty Plastic tiles. From school buildings and home extensions to tourist offices and gyms, the versatility of Pretty Plastic allows for a multitude of applications. In 2022, the brand expanded its offerings, introducing new colours and a second tile design. Continually pushing boundaries, Pretty Plastic shows no signs of slowing down!
THE TEAM
Pretty Plastic was conceived and established by Hester van Dijk, Reinder Bakker, and Peter van Assche. Hester and Reinder, graduates of the Design Academy, operate the design studio Overtreders W. Peter, an architect and founder of bureau SLA, also serves as a Professor of Architecture & Circular Thinking at the Academy of Architecture Amsterdam.
In 2022, Hajo Reinders joined Pretty Plastic as Managing Director and Partner, contributing his extensive experience in international management and a track record of executing design-driven projects globally.
Leva Konaté supports the team in the areas of business development & sales, offering valuable expertise from an entrepreneurial lens.
Kirsten Walgreen serves as a virtual professional at Pretty Plastic, adeptly managing communication, finances, and general office administration.
Ilse Jansen oversees marketing, PR and product management.
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Hester van Dijk
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Reinder Bakker
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Peter Assche
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Hajo Reinders
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Kirsten Walgreen
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Leva Konaté
