Swiss furniture brand Vitra will prioritise reducing the environmental impact of its existing lines through material innovation, CEO Nora Fehlbaum tells Dezeen in this interview.
One of the industry's best known and most influential manufacturers, Vitra's collections include iconic pieces such as Eames plastic shell chairs and Panton chairs.
Like its peers, the brand is under increasing pressure to reduce the ecological footprint of its operations in the face of worsening climate change.
Nora Fehlbaum spoke to Dezeen at the Vitra Campus in Weil Am Rhein
Speaking to Dezeen at the Vitra Campus in Weil Am Rhein, Germany, Fehlbaum suggested that the company's heritage as a high-end, design-focused furniture brand is inherently aligned with sustainability. "Vitra's greatest contribution to sustainability is its products with an above-average service life, which omit everything superfluous," she told Dezeen.
"Our roots in modern design would allow nothing else."
However, she claimed Vitra is "doing everything we can with all the means we have" to become more sustainable.
The �lvaro Siza-designed Factory at the Vitra Campus has been partially converted to accommodate a new Vitra Circle store (also top)
"Everybody at Vitra has understood our environmental mission," she said. "We don't have a sustainability officer ? everybody has taken it as their own."
Vitra's stated goal is to be "a net-positive company based on all the indi...