CIRCO session. Photo by Eelco Schouten

CIRCO creates business through circular design. Based on the insights of this program and its participating companies and designers, we will envision prominent challenges in circular business and design, showcase what works and tackle concrete issues to take next steps. Together with you. 

If you develop new products and services that fit a circular economy, you will need circular design for practical solutions and guiding frameworks. The development of circular products takes a process in which the innovation of business models goes hand in hand with implementing circular design strategies. This vision was stated clearly at last years DRIVE festival, meanwhile showing the relevance of staying in tune with a broad range of developments in, amongst others, biobased materials, smart products, waste flows en public procurement. 

More and more companies are currently implementing the business opportunities of circular products and services. A development that will be further stimulated by the EU and our government in the next years. This year we will focus on current activities of companies and designers. What works, and what needs further exploration. 

What is the value of circular products and how to sell it? What happens with the value of a product in its different life cycles? How to get your products and materials back? And how to earn money from all this? These are some of the questions we will work on today. 

Join DRIVE Circular Works for inspiring keynotes, active sessions and plenty of networking!



 10:00 - 11:00

Inspiring key note speakers, visions on prominent challenges of circular design and the kick off by CIRCO.
moderator: Pieter van Os | Reversed Concepts – CIRCO

Creating business through circular design: experiences and challenges​
A diverse group of companies and designers has been taking first or further steps in the creation of business through circular design in the CIRCO program. Pieter van Os (Reversed Concepts / CIRCO) will share the experiences and learnings of this program and its participating companies and designers, and envision prominent challenges in circular business and design, issues that will be addressed during the day.

speaker: Pieter van Os | Reversed Concepts – CIRCO​

How to make the wheel more circular
Bugaboo is a fast growing company with a passion for mobility. With the current linear strategy of making and selling products, Bugaboo is extremely successful. Being a company that has innovation at its heart, Bugaboo feels the passion but also obligation to explore different ways of solving the customers’ needs, whilst taking environmental impact into consideration. As senior product developer and sustainability specialist, Aernout is in the midst of the dilemmas that are involved when designing and bringing new products to the market. There is not one truth, there are different paths leading to solutions and thinking about these opens up minds and new ways of thinking. He will share some of the insights into what more closed loop product development means for Bugaboo.

speaker: Aernout Dijkstra - Hellinga | Bugaboo

The next challenge for products that last: managing obsolescene.
Marcel den Hollander is co-author of "Products That Last-product”, the famous orange book that forms the basis of CIRCO’s framework. In his PhD research on strategic product design for circular business models design, Marcel introduces a novel approach to extending product lifetimes in a circular economy, 'managing obsolescence', that redefines the boundary between the fields of business and industrial design. The ultimate goal of managing obsolescence is to reduce the flow of non-renewable energy and resources through the economy whilst protecting the creation of wealth. The research with regard to managing obsolescence is aimed at establishing a body of knowledge that will provide guidance to industrial designers, business professionals and policy makers as to how they can best achieve this reduction by creating and capturing value over extended product lifetime.

speaker: Marcel den Hollander

Circular Design Challenge: the future of consumer products for a circular economy
The circular concepts created by design students are presented and show how consumer products might look like in the future of a circular economy. The nominated designs are pitched and the best concept is selected by the jury and audience during the event. Which concept will win? You will decide!

speaker: Ivo Salters | CLICKNL DESIGN - CIRCO​


 11:30 - 12:30

Podiumzaal | Selling circular value
What is the true value of circular products and services and how can you sell it? Bundles sell washing cycles instead of washing machines, and are currently expanding their services to other products: a perfect way to enable reuse. But what do you do when people keep on demanding ‘new’ products?

speaker: Wouter Buijze | Bundles​


Zaal 1 | Products that Flow 
In a Circular Economy consumer products are being used more intensive and as long as possible by reuse, repair, remanufacturing and recycling (‘Products that Last’, Conny Bakker, e.o.). Fast Moving Consumer Goods (FMCG), like: food, consumables and packaging are being used only for a short period. So they should be designed for recycling (technosphere) or composting (biosphere), to fit in the Circular Economy. Unfortunately most FMCG and Packaging are not designed for recycling. In this session we are investigating the opportunities to design “Products that Flow”: products that are optimized for recycling in the Circular Economy. SUEZ and QCP will present some tough challenges for designers, to optimize plastic recycling.

speakers: John Geerts | SUEZ​ & Marcel van Enckevort | QCP
moderator: Siem Haffmans | Partners for Innovation ​

The Ecology of Things (EoT)
How products can be feedstock in a circular system. Characteristics for a fundamental circular design. Learning by nature! 

speaker: Douwe Jan Joustra | ICE Amsterdam


Zaal 2 | Connected products

Providing the infrastructure for connected products ​
Ethically designed Internet-of-Things products hold a promising future for supporting the circular economy. In this workshop the IoT manifesto, which outlines the principles of responsible design of connected products, is utilized to demonstrate how ethical design choices can in-turn provide the infrastructure for the circular economy to thrive in. Join us for a short presentation on best practices, and then a hands-on workshop hosted by the Just Things Foundation.

speakers: Marcel Schouwenaar | The Incredible Machine, Jan Belon | Afdeling Buitengewone ZakenHolly Robbins | TU Delft &  Anner Tiete |
host: Lidewij Veenland


 13:30 - 14:30

Podiumzaal | A circular resource challenge: closing the loop of wood for the furniture and interior building industry
The furniture and interior building industries process incredible amounts of wood. A single joiner can easily generate half a cubic meter of sawdust and offcuts per week. This waste is full of potential for reuse, but it is too cumbersome – read expensive – for a joiner to convert his waste into a useable product. In Germany alone, the interior and furniture market produce 22000 cargo containers full of scrap wood. That is a traffic jam of trucks from Rotterdam to Stuttgart. Now that wood is down cycled into new sheet material like chipboard or incinerated as biomass. Werkstatt4, the
business exploration department from Festool Germany, and design agency The Incredible Machine (Rotterdam) have set out to find better methods to reuse or up-cycle left over wood. In this workshop we’ll share our research findings and concepts that we are working on. We invite professionals from any type of background – industry, research, design – to join us in solving this problem and generate ideas or improve upon concepts created thus far. Through this workshop we hope to inspire the research and design community to think about this resource, and built partnerships across industries to explore how we can extract value from wood and close the loop.

speaker: Christoph B. Roessner & Mortiz Dressler | Festool 

Pitch: challenges for research on recovering value from waste streams
Inge Oskam (Urban Technology research programme of the Amsterdam University of Applied Sciences, UAUS), studies the contribution of reusing and recycling different waste streams to value recovery in a circular economy. Examples of research projects are the reuse of discarded stadium chairs of the Amsterdam ArenA and creating new materials for interior products out of jute coffee bags of Starbucks. Based on the unique properties of the waste materials and possibilities that (digital) production technology provides, the AUAS explores promising application areas. An integral approach is being used: material, technology and design continuously interact in iterative experiments. For viable product applications and reuse scenarios that are derived from this approach, the economical, ecological and social value is evaluated as are the circular business models. The approach and examples can be an inspiration for research on recovering value from other waste streams.
speaker: Inge Oskam | UAUS
host: Marcel Schouwenaar & Harm van Beek | The Incredible Machine

Zaal 1 How to get your product back? 
Organizations trying to take responsibility for their products encounter a major stumbling block when preparing for circularity. ‘How to get our products back?’ is the practical and complex question that needs answers and fresh thinking. This session looks at different products to inspire and accelerate the circular economy. 

speaker: Aernout Dijkstra - Hellinga | Bugaboo​
moderator: Simone Gager | Circle Economy


Zaal 2 | Circular Business Models: We know why, but do we know how?
It's easy to describe a Circular Economy at macro level. More and more people agree that we should adapt our economic model. Yes, it is necessary to design our products to last longer. And yes, we should Close the Loop, recycle resources, and prevent waste. Sure. But how do you translate this macro Circular concept to your own business? What are the new options and the consequences for your business? What loops is your business part of? What is your future position in these loops? How do you contribute to a circular economy AND make money being part of it? Should you migrate from products to services? Can you grow while selling less? How to organize your reverse logistics? Etc etc. Jeroen Hinfelaar (project CIRCO, partner Nuovalente) and Rick Veenendaal (Gispen, manager Circular Economy) will give a short introduction to the subject, and will facilitate a energizing dialogue with the audience, to find some first answers.

speaker: Rick Veenendaal | Gispen
Host: Jeroen Hinfelaar | Nuovalente​


Zaal 3 | Engage your customer in closing the loop
In order to engage customers in closing the loop for fashion, it is necessary that they are objectively informed about the environmental impact of processes that are involved in the production, from fiber and yarns, to garment, sales and everything that is necessary to bring it to the shops (packaging, transport), and his closet. There are several tools and control systems available to improve the transparency of the chain, but all have a different approach and use. In Going Eco Going Dutch we are working towards a better understanding of the environmental impact of a local production chain, and how to translate that (reduced environmental impact) into a system that can be used in the positioning of brands. In this session Els Bugter will discuss how she may use this information for the development of a circular business and design approach in her for her label Tous les Cheris.

speaker: Els Bugter | Tous Les Cheris​
moderator: Lucie Huiskens | CLICKNL Next Fashion​


 15:00 - 16:00

Keynote Gispen | Gispen goes circular
In our key note we will inform you about our transition towards a circular economy. To close the loops we developed a Design Frame to improve our products, for the European project Use-It-Wisely in co-operation with TNO. We will share our insights and ask questions: is this a way to measure circularity of products? What works and what is still a challenge?

speaker: Rick Veenendaal | Gispen

CIRCO Challange 
Selected for their experience and knowledge in circular design, these judges will select the students that will participate during the Circular Design Challenge. The jury will also nominate the top 10 best concepts that will pitch during the Dutch Design Week 2016 at CLICKNL DRIVE. Based on the pitches the jury will select the best circular design. Every member of the judging panel will have a certain aspect, bases on their expertise, that will have extra attention to while judging.
speaker: Ivo Salters | CLICKNL DESIGN - CIRCO 
Jurymembers Circular Design Challenge 2016: Gerrit Bruggeman (Business Design), Marcel den Hollander (Product Design) & Marcel Zwiers (Service Design)

Keynote Auping | The transition to a circular business model
Luc Kikkert, Procurement Manager and member of the Sustainability board at Royal Auping explains why makes going circular works @ Auping. Learn about how designers work in multidisciplinary teams to come to solutions that bring Auping forward, but also about their main challenges in closing the loop. Can we may bio work for matresses? How can we solve downstream material issues?

speaker: Luc Kikkert | Auping

What worked? CIRCO and participants of the program will share new insights of this day. 

moderator: Pieter van Os | Reversed Concepts - CIRCO


is a strategist and designer at The Incredible Machine. He and his team explore strategic opportunities for organisations in an increasingly connected world. Based on extensive research, they develop concepts for connected products and services that are validated with actual users to find viable, feasible and desirable strategic directions.

is co-founder of design agency Afdeling Buitengewone Zaken. Jan graduated as MSc. Industrial Design at TU Eindhoven. He has a passion for service design, startups and social innovation. As a designer, entrepreneur and researcher he co-founded several initiatives, such as online food marketplace Locafora, IoT startup Openr and Just Things Foundation


My mission is to guide organizations towards a sustainable & circular future with the Cradle to Cradle vision. A vision which empowers us all to live in a world with healthy, renewable products, clean water & energy and social fairness. I believe we need to reconnect with ourselves, each other and the planet in order to reshape our future.

is owner of tous les chéris, a transparent and sustainable label for baby’s clothing & essentials. For more than three decades she has been working in several textile related fields like designing, structuring production, buying and selling. Because of her extensive knowledge of textiles and the textile industry she contributes to projects like dynamic bracing for adolescents, Closing the Loop and Going Eco Going Dutch.

believes in the economic and sustainable potential of the circular economy creating a win-win-win situation for customers, manufacturers and the environment. He joined Bundles because he thinks that doing is the best way to learn. 


studied Industrial Design Engineering at the TU Delft, where his passion for combining creativity with technical knowledge started. After his graduation, he shortly ran his own company and now he works for Bugaboo as both Senior Product Developer and Sustainability Specialist, where Aernout leads the development on responsible product design. 

works as an intrapreneur at Werkstatt 4, Festool's business exploration department. Before joining Festool he worked as a freelancing designer and software developer, creating software for the web and for art. He is an avid maker and woodworker himself and likes to explore the intersections of tangible and virtual environments.

joined QCP, Quality Circular Polymers,  in August 2014 and is responsible for the account & application development. He has over 25 years of experience in the polymer industry. He worked for a major petrochemical company in various technical, marketing and commercial positions.


Her goal at Circle Economy is to bridge commercial ambitions with circularity through design thinking. As Project Manager of Circular Design, Simone enables and accelerates circular design thinking by focusing on strategic tool development, partnerships and workshops. Her mission is to inspire a viable future through circularity

works at SUEZ Recycling and Recovery Netherlands and is Manager Plastics at Suez Environnement, working on business Innovations in polymers. He is responsible for processing of plastics due to preparation as extrusion and compounding. John is a driver of circular economy projects.
has over 20 years of experience as a sustainable industrial designer. He works at Partners for Innovation, which is a leading consultancy for sustainable innovation. Haffmans also worked as a researcher at TNO and as a (guest) lecturer at the Gerrit Rietveld Academy, TU Delft and the Dutch Packaging Centre. Haffmans is also founder of Ragbag, brand for recycled fashion accessories from the slums of Delhi.
"The best way to predict the future is to create it." Jeroen Hinfelaar MSc is experienced strategy adviser, manager & entrepreneur. He is partner at Nuovalento "new values, new business models". Jeroen is active supporter of a circular economy and co-initiated project CIRCO "Creating business through circular design.
is researcher at Industrial Design Engineering at the TU Delft working on the project “Products that Last”. This project is about finding successful business models and design strategies to create value for companies and consumers in a circular economy through longer-lasting products, while minimising resource consumption.
is program coordinator of CLICKNL | Next Fashion, the fashion and textile innovation network, part of the top sector Creative Industries. In addition, she is program manager of the ArtEZ Centre of Expertise Future Makers, which aims to develop new, sustainable materials and manufacturing processes and apply these in Fashion and Design.

identifies trending topics in circular economy and sustainability and translates these to businesses and governments. Currently he is chair of the Amsterdam Resilience Collective and owner/director of Implement Circular Economy. Joustra is also partner in the Dutch Accelerator Circular Economy and the CIRCO-program on design.

is Procurement Manager at Royal Auping

has worked in the field of energy and material efficiency for over 10 years. He applies his professional entrepreneurial skills to bring innovative products, services and concepts to market under the name of Reversed Concepts. At the same time, knowledge and experience gained with these ventures forms the basis for the consulting firm Pure&Profit. He is currently a partner of the team developing and operating CIRCO.

works as a professor at AUAS and is co-responsible for the Urban Technology research program. Her area of research is ‘circular design 
& business’ focusing on concrete solutions for a circular city. She leads a research team working on projects concerning the application of renewable materials such as bio-based plastics, reuse of urban textile and plastics waste in circular products.
is a PhD candidate in Industrial Design at Delft University of Technology, working at the intersection of social sciences, humanities, and design. Her work is on traces, and how they can be utilized in connected objects to make them grow, mature, and evolve with their users.
is exploring and building new business for Werkstatt 4 - the business exploration 
department from Festool. Als he was head of strategy and sales at a German medium sized machinery construction company. In his work he focused on business innovation and development and successfully launched a venture in the field of electric mobility. Christoph studied industrial engineering and holds an MBA.
is coordinator of the CIRCO – Circular Design Challenges and gives support to the CIRCO project by organising events and communication activities. During the Circular Design Challenge several design students created a concept that shows what a consumer product might look like in a circular future.

is a strategist and designer at The Incredible Machine. He and his team explore strategic opportunities for organisations in an increasingly connected world. Based on extensive research, they develop concepts for connected products and services that are validated with actual users to find viable, feasible and desirable strategic directions.


is a co-founder of, an Antwerp based Experience Design studio. creates stunning experiences for brands, that link the real world and the digital. Anner takes on the role of Strategist inprojects ranging from crazy interactive machines in stores to connected foosball tables and huge HD gesturecontrolled projection interfaces for museums.




is a manager of circular economy at Gispen. In his role as manager he is responsible for leading Gispen through the transition towards a circular business model. Mr Veenendaal has more than 15 years experience in consulting (real estate), process management and sustainability. He holds a Master Degree from the Amsterdam School of Real Estate.


Founding partner of 31Volts, the experienced service design agency based in the Netherlands. Established in 2007, we started off as the first design agency that applied a design approach to help organizations deal with their service innovation agenda.

In 2012-2013 Marcel developed the first dedicated Dutch Undergraduate Service Design Minor at the Willem de Kooning Academy.


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