Awards 2011

The 5R Hero Design Awards 2011 competition was a new European “cradle to market to cradle” innovation programme for sustainability aimed at design students.
Participants were invited to come up with ideas and concepts that will help reduce our ecological footprint through using one or more of the 5R’s (reduce, recycle, reuse, replace, return).

The 2011 competition was launched as a British Chamber of Commerce in Belgium event during EU Sustainable Energy Week.  Finals were held during the augural Green Design & Innovation Forum on the 28th of November.

One of the key points of differentiation between the 5R Hero Design Awards and other design competitions is the fact that submissions are not only judged from a design point-of-view, but are also evaluated from a sustainability, commercial attractiveness and technical feasibility perspective.

2011 design awards in figures:

  • 60 Applications from 9 countries: UK, The Netherlands, Germany, Belgium, Latvia, Cyprus, Italy, Spain, Mexico
  • Students from 5 different  European Universities participating: Staffordshire University, University of Bath, Technical University Delft, Hogeschool voor Kunsten Utrecht, St-Lukas Brussels, Politecnico Torino
  • All Participants received advice and feedback with the development of their designs from experts from the worlds of art & design,  sustainability, manufacturing, distribution and marketing during the May-September period of the competition
  • 30 Final Submissions received meeting all 5 judging criteria
  • 9 shortlisted Finalists from 3 different countries: UK, Netherlands, Italy
  • 3 awards presented for Home, Office and Work (industry supply chain)
  • Overall winner also received 6 month placement in company to take product to market

Winners 2011

Home & Garden

Matthew Hicks, UK

Paul Joyce, UK (Winner)

Heather Dunne, UK

Office & Workspace

Marije Ruigrok, Netherlands (Winner)

Sandip Singh, UK

Dan Birch, UK

Work (Industry & Supply Chain)

Michael Hughes, UK

Mauro Amoruso, Italy (Winner and Overall Winner)

Rizzo Carmelo, Italy

Experts 2011 :

David Jaquin Award Leader: BA Sustainable Design, Staffordshire UniversityDavid graduated in 2006 and started his own design business in 2007, working on a number of different projects including 3D visualisation and animation work, large ad campaigns with leading consultancies, and branding and art direction work. He is one of two Managing Directors in partnership designing and manufacturing exhibition display equipment sold worldwide. Additionally he has worked on a research project across University faculties investigating diversification opportunities for SMEs and the possible benefits of existing and new Knowledge Transfer Partnerships.
  Hugh Williamson Award Leader: BA Product & Transport Design, Staffordshire UniversityHugh graduated from Coventry in Transport Design in 1986. He spent ten years in industry designing everything from toys to bikes, cars and trucks. Hugh was the design manager for the “Microflat” interior; a single person modular building concept which received much press coverage and critical acclaim, and was shortlisted for an award by the Chartered Society of Designers. He was also a partner in a 3-year European study into modular construction. Hugh has helped maintain and develop new links with industry, and sees this as a vital and enriching part of the courses at Staffordshire University.

Paolo Maccarrone

Paolo Maccarrone, General Secretary of Associacion Torino Design Week since 2008, partner in Studio Arch.A Architetti Associati in Turin, is Appointed Professor of 1st Faculty of Architecture, Politecnico di Torino, in which he holds for several years a course of “House Furniture Design” and actually the course of “Production’s Processes and Methods”. He’s also owner and charter member of Archacontract, engineering company that develops ideas, projects and supply for P.O.P and merchandising in GDO. His activity of architect hold up to 1974 and run on many important projects such as private buildings, POP supply for chemist shops and variety shops, large structures for promotions, advertising and public events. His industrial design projects and concepts are made in wood, steel, aluminium, polymers and glass. They range from domestical supply and furniture, additional car features to researches on new ways of moving on two wheels.

Main bibliography:

-in “Kartell Museum” Posacenere 4633 e 4634 con Giorgio De Ferrari, 1977/2000

-in “Torino Design: dal cucchiaio alla città”, exhibition catalogue

-Strikeproject, Le biciclette del futuro, in “Ciclismo”, Milano 12/2001

Jan van Son, Studio Van Son

Jan van Son  is an expert on print-related design and typography issues. Jan will advise Participants on technical issues in programs like InDesign, QuarkXPress, Illustrator and Photoshop. He has more than 30 years experience in graphic design and print-production and will help signal any pitfalls in the workflow from initial design to final PDF.

Sustainability Experts supporting the 5R Hero Design Awards 2011 competition:

Ilse Moens, director Sustainability Services at PWC.

Over the last years, Ilse has given advice to large and small companies in setting up their sustainability route.  Environmental and carbon emission calculations have no secrets for her (her team assessed the environmental impact of having the Worldcup Football in Holland Belgium and looked for solutions in reducing this effect).  As auditor Ilse provides additional credibility to the readers of sustainabilities reports by issuing an audit opinion hereon.

Gustaaf Haan, co-founder and managing director of the Zonnefabriek, a Dutch solar energy company.

The Zonnefabriek specializes in helping energy consumers to bridge the financial gap between solar power and non-sustainable power. In 2011 the company launched ZonVast, a project that enables consumers to generate solar power without having to invest in solar panels. See also In his previous career Gustaaf was a researcher and consultant in the field of Energy, Climate Change and Sustainability. He worked for utilities and a political think tank.

Technical/Manufacturing Experts supporting the 5R Hero Design Awards 2011 competition:

Experts Smurfit Kappa Solid Board packaging:

  • Wim Meulman, Head Packaging design, All Categories
  • Willy Ronkes, Packaging design, Home – primary packaging + retail Category
  • Bart Bastiaensen, Packaging design, Industrial Category
  • Johan Gelauff, Packaging design, Industrial Category

Commercial  Experts supporting the 5R Hero Design Awards 2011 competition:

Maarten Witteveen, Managing Director Sunday International

Maarten Witteveen is the Managing Director and owner of Sunday International, manufacturers and worldwide distributors of Cow Parade and other gift items. Currently a successful entrepreneur, in his previous career Maarten was a senior Sales and Marketing Executive in major multinational FMCG companies based in the UK and The Netherlands. At Sunday ( the team is committed to supporting a meaningful expansion of sustainable production and products, hence the involvement with the 5R Hero project. To date the first product has been designed, produced and is entering distribution in May 2011 – the 5R Hero Battery Collector. “We look forward to innovative and exciting ideas coming up during the design award project, leading to potential new product introductions in our range”.

Ignace Dermaux

Ignace Dermaux is a Management & Marketing consultant based in Belgium. In his previous career, Ignace held General Manager and Marketing Director roles in companies in the Benelux. Besides his management and marketing work, he takes on personal challenges like drawing and posting a cartoon every day on his blogsite ( and writing books. His first ‘eco-thriller’ will be published (in Dutch) around October 2011. Ignace is looking forward to support participants with his commercial and marketing expertise.