A Winning Week in Milan: Novel Grey Shines at ROOTS during Masterly – The Dutchin Milano

FromApril 8–13, Novel Grey proudly participated in the internationally acclaimed ROOTS exhibition during Masterly – The Dutch in Milano, part of Milan Design Week 2025. Set against the historic backdrop of the Palazzo dei Giureconsulti, just steps away from the Duomo, ROOTS brought together the best of Dutch circular and bio-based design. We are thrilled to share that ROOTS won the prestigious Masterly Award 2025, an incredible recognition for everyone involved!

ROOTS: A Deeper Perspective on Design

Curated by Simone van Es, the ROOTS exhibition explored the theme “The Last Supper, From a Different Perspective”—a thought-provoking reference to Da Vinci’s masterpiece. Visitors were invited to reflect on sustainability, material cycles, and our relationship with the natural world. The vaulted cellar of the Palazzo served as both a symbolic and literal descent into the Dutch soil, urging us to reimagine the future from the ground up.

A Circular Statement by Novel Grey

For this special presentation, Novel Grey showcased highlights from our Chapter 1 and Chapter 2 collections, including designs Neve, Zenith, Rive, and Dune. Each piece tells the story of transformation—concrete waste, once destined for landfill, is re-imagined as high-end, tactile wall art. Through this circular process, we reduce CO₂emissions by up to 76% compared to traditional ceramic production, while maintaining the aesthetic values of softness, rhythm, and geometric repetition.

The response to our presentation was overwhelmingly positive. With over 35,000 visitors during the week—including architects, interior designers, press, and curators—Novel Grey’s stand was buzzing with interest. Many guests were surprised to learn the tactile and elegant tiles were made from industrial waste, and praised the work for its material honesty and visual serenity.

A Platform for Future-Minded Design

Being part of a group of visionary makers—including Piet Hein Eek, Claudy Jongstra, and Dirk van der Kooij—was an honor. ROOTS not only elevated Novel Grey’s visibility on an international stage, but also confirmed the growing importance of circular design in high-end interiors. We were especially proud to be one of the younger studios represented—bringing fresh perspective and bold materials innovation to a seasoned and critical audience.

A huge thank you to ROOTS Foundation,Simone van Es, Masterly, and the inspiring network of fellow designers who made this such a memorable week.

Discover our sustainable collections via https://www.thenovelgrey.com/chapter-1& https://www.thenovelgrey.com/chapter-2

Interested in bespoke work,collaborations or press materials? Reach out to us at info@thenovelgrey.com

See you next year in Milan! 🌱

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