Materiality formed the bedrock of the entire initiative, giving the creative industry an opportunity to see next-gen materials in use while also creating a space for honest discussion around the challenges designers must grapple with en route to a plastic-free future. 

“We’re very aware of the environmental impact that we have through our work, but we can use design and material research to solve some of these issues,” says Allan. “We have the opportunity to celebrate materials that can potentially influence the public’s relationship with consumerism.”

The three-dimensional clock design by EBBA took its cue from the traditional mantlepiece clock, but the forms were covered in less familiar materials. Four materials were spotlighted: Seaweed Paper from Notpla, alt-leather Mirum from NFW, natural polymer Traceless from the company of the same name, and hemp paper from PureHempNY. They all have one thing in common: as nutrient-based materials, they return harmlessly to the earth at the end of their lives.

But what challenges did these emerging materials pose? The team had initially set out to create entirely plastic-free  clocks using tried-and-tested fabrication methods such as vacuum forming and injection moulding. But the first hurdle was the format in which these new materials are supplied, namely sheet form, which the designers soon discovered don't naturally lend themselves to form-making. “Originally, the idea was that we would form the clock entirely from these materials, but they come in sheets that don’t translate well into 3D objects,” explained Allan. 

The materials are instead applied to a clock-shaped structure made from Valchromat, an MDF-like material by Investwood that’s made from recycled wood and bound with a more sustainable resin. The decision to use this composite material over solid wood was carefully weighed up by fabricator Simon Sawyer of Our Department.

“People understand timber as a renewable material, and it is, but in order to get to a finished product exactly like the clocks, we have to process the material, and that creates waste,” said Sawyer. “Tree planting also requires generational planning; a tree takes 150-200 years to grow, so to waste over 50% of the timber in the process of creating this project would be counterintuitive.”

The result is a set of beautifully crafted clocks with a tale to tell. We are making remarkable progress towards petrochemical-free design, but further research and development is needed, as well as funding into tooling equipment to remove existing barriers, before a product like this can make that final step. “We had hoped that the entire clock could be made from seaweed, hemp, or natural fibres," says Kape, "but these materials haven’t been designed to be used that way – yet. With anything, there’s room for improvement. I’m excited to see how we can create with these materials in the future.”

One resounding takeaway for all those involved was the power of co-solving and the imperative for players across the entire supply chain to come together to create the future we need. “Everyone came together to create something incredible," Kape continued. "Each team has played a key role and we’ve really relied on their knowledge to get to a point where we’re doing the best we possibly can.” “You've got to have clients and teams willing to really support and champion sustainable practices,” adds Allan. Let 'Time is Running Out' be a reminder to take this action, today, for all.