The 5R Hero Design Awards 2011 competition, the new European “cradle to market to cradle” innovation programme for sustainability was launched on the 12th of April 2011 by the British Chamber of Commerce in Belgium as part of its Sustainable Business Development Task Force programme. The event was held in the West Midlands European Centre at the start of the EU Sustainable Energy Week agenda of activities.
Joost and Marlies Visser, initiators of the 5R Hero Design Awards presented the Design Awards programme to an audience of British Chamber members, Regional Representative Offices, International media, Universities and other EU Sustainable Energy week participants.
Additional presentations were made by programme partners Catherine Fehily, Director for Enterprise, Research and Knowledge Transfer of the Faculty of Arts, Media and Design of Staffordshire University and Chris Leenders, Commercial Director of Smurfit Kappa.
This was followed by a panel discussion with fellow programme partners, Glynis Whiting, Managing Director of Whiting Eaton Associates, Ilse Moens, Director Sustainability Services of PriceWaterhouseCoopers (PWC), Karine Bakker, Product Development Director of Sunday International and Marcus Lippold, Senior Energy Economist of the EU Commission DG Energy.
Joost Visser: “The key objective for our event today has been to provide potential partners with an open invitation to join us in taking part in supporting the 5R Hero Design Awards. Partners of the programme play a critical role in the recruitment of participants to the competition and provide expertise to participants to help develop their entries”.
Ilse Moens, Director Sustainability Services PWC: “I hope that sustainable design will help us all acting in a more sustainable way, in all it’s aspects : economically, environmentally and socially”.
Chris Leenders, Commercial Director Smurfit Kappa: “The change of tomorrow can only be generated if we understand and are prepared to join the effort of today”.
“Sustainability is a cultural issue and if we want to change the way we live design has a huge role to play in making sure that consumers find sustainable products more beautiful, more fun and more useful than others. I’m delighted that we have been given the opportunity to engage new designers with this issue through the 5R Hero Design Awards”, Catherine Fehily, Director for Enterprise, Research and Knowledge Transfer Staffordshire University.