Exterior shot of Mater's Alder collection launch installation venue in Milan

In late 2023, Mater enlisted Tomorrow PR to support with a special product launch for Milan Design Week 2024. We were honoured to share our expertise and help unveil the Alder collection, created in collaboration with world-renowned Spanish architect and designer Patricia Urquiola. This revolutionary furniture collection is crafted from a unique biodegradable blend of Matek®, a patented material and technology by Mater that ingeniously transforms waste into a mouldable raw material, setting a new standard in sustainable design.

Mater's Alder collection installation at Milan Design Week designed by Patricia Urquiola
Alder designed by Patricia Urquiola for Mater
Alder designed by Patricia Urquiola for Mater

Thanks to our introduction of Tony Chambers and the team at TC and Friends, Mater and Patricia Urquiola bonded over their shared commitment to searching for innovative ways of making beautiful products responsibly, and Patricia’s studio was brought on to develop the Alder collection.

The collection is a tremendous sustainable step in the right direction. Urquiola’s forward-thinking approach to design and bold aesthetic was a perfect fit for Mater’s sustainable approach. Together, they created “furniture of the future,” according to Ketil Årdal, Mater’s CEO.

Tableau, a Copenhagen-based creative studio founded by Julius Værnes Iversen, spearheaded a remarkable installation concept that celebrated the power of natural materials. His deconstructed floral design served as a dramatic backdrop for the launch of Alder.

We worked tirelessly on every aspect of the wider campaign, from writing two press releases, to briefing journalists globally on the installation and inviting them to the space for a press preview and cocktail event. Our efforts paid off, and to date, we have secured 37 pieces of global press coverage, including print stories in Wallpaper*, Monocle, and Domus, and online features from Fast Company and Design Milk.

Patricia Urquiola
Mater Alder Lounge Table Oval designed by Patricia Urquiola
Mater Alder Side Table designed by Patricia Urquiola
Mater Alder Lounge Table Oval & Stool designed by Patricia Urquiola
What we did

Creative Collaborations Design Intelligence & Advice Events and Design Weeks Media Relations Strategic PR Planning & Implementation

Photography

Milan installation, Luca Rotondo
Lifestyle & Portrait, Nicklas Hemming

Other Work

Stack of precariously balanced chairs designed by Stellar Works in a tall pile against a wall on concrete floors inside the venue at Milan Design Week 2018
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Stellar Works at Milan Design Week
April 2018
Pinch_nim-copper-002_HR-2
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Pinch at Salone del Mobile
April 2016
The Slowdown Milan Design
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Take It or Leave It: Paola Navone x The Slowdown
April 2023