Marco Capellini

ECODESIGN & INNOVAZIONE:
DALLA CONVENIENZA ECONOMICA
ALLA CONVENIENZA ECOLOGICA
Marco Capellini
Marco Capellini
CAPELLINI design & consulting – Matrec
Ecosystem
EU LEGISLATION: extended producers responsibility
Product
1960-70
1980-90
Law evolution
Marco Capellini
CAPELLINI design & consulting – Matrec
2000
2008
PRODUCT LIFE CYCLE COST: until 1996
CONCEPT
CONCEPT
OTHER
OTHER PARTS
PARTS
RAW
RAW MATERIALS
MATERIALS
MANUFACTURE
MANUFACTURE
Marco Capellini
CAPELLINI design & consulting – Matrec
ASSEMBLY
ASSEMBLY
PACKAGING
PACKAGING
DISTRIBUTION
DISTRIBUTION
$
FINAL
FINAL COST
COST
PRODUCT LIFE CYCLE COST: 1997 - 2006
CONCEPT
CONCEPT
OTHER
OTHER PARTS
PARTS
RAW
RAW MATERIALS
MATERIALS
MANUFACTURE
MANUFACTURE
ASSEMBLY
ASSEMBLY
PACKAGING
PACKAGING
DISTRIBUTION
DISTRIBUTION
$
FINAL
FINAL COST
COST
$+$
RAW
RAW MATERIALS
MATERIALS
MANUFACTURE
MANUFACTURE
ASSEMBLY
ASSEMBLY
OTHER
OTHER PARTS
PARTS
PACKAGING
PACKAGING
DISTRIBUTION
DISTRIBUTION
USE
USE
LANDFILL
LANDFILL
LOGISTIC
LOGISTIC
END
END OF
OF LIFE
LIFE
ENERGY
ENERGY RECOV.
RECOV.
CONCEPT
CONCEPT
MAINTENANCE
MAINTENANCE
RECYCLE
RECYCLE
REUSE
REUSE
Marco Capellini
CAPELLINI design & consulting – Matrec
PRODUCT LIFE CYCLE COST: SINCE 2007
CONCEPT
CONCEPT
OTHER
OTHER PARTS
PARTS
RAW
RAW MATERIALS
MATERIALS
MANUFACTURE
MANUFACTURE
ASSEMBLY
ASSEMBLY
PACKAGING
PACKAGING
DISTRIBUTION
DISTRIBUTION
RAW
RAW MATERIALS
MATERIALS
MANUFACTURE
MANUFACTURE
ASSEMBLY
ASSEMBLY
PACKAGING
PACKAGING
DISTRIBUTION
DISTRIBUTION
OTHER
OTHER PARTS
PARTS
USE
USE
$
FINAL
FINAL COST
COST
LANDFILL
LANDFILL
LOGISTIC
LOGISTIC
END
END OF
OF LIFE
LIFE
ENERGY
ENERGY RECOV.
RECOV.
CONCEPT
CONCEPT
MAINTENANCE
MAINTENANCE
RECYCLE
RECYCLE
REUSE
REUSE
Marco Capellini
CAPELLINI design & consulting – Matrec
Marco Capellini
CAPELLINI design & consulting – Matrec
GREEN o GREENWASHING
Da Wikipedia
Greenwashing è un neologismo indicante l'ingiustificata appropriazione di virtù ambientaliste da parte di
aziende, industrie, entità politiche o organizzazioni finalizzata alla creazione di un'immagine positiva di
proprie attività (o prodotti) o di un'immagine mistificatoria per distogliere l'attenzione da proprie
responsabilità nei confronti di impatti ambientali negativi.
Marco Capellini
CAPELLINI design & consulting – Matrec
Citroen C4 Bioflex
……vendite della marca in Europa con
veicoli con emissioni inferiori a 140
g/km di CO2 e, nel segmento dei
veicoli compatti, nessuno dei modelli
Diesel HDi proposti supera i 120 g/km
di CO2.
…….vengono già utilizzati nella
produzione particolari non a vista
(collettori, ventole ecc.) prodotti con
materiale riciclato.
Marco Capellini
CAPELLINI design & consulting – Matrec
MOTO W233 Renew
“The environmentally responsible MOTO W233 Renew.
Introducing the first carbon-neutral phone with plastics that
contain recycled water bottles.”
Marco Capellini
CAPELLINI design & consulting – Matrec
Nokia Remade
“Arriva la rivoluzione verde di
Nokia, il cellulare riciclato.
Interamente composto da
materiale riciclato.
Il rivestimento del cellulare è
ottenuto dal riciclo di lattine in
alluminio e bottiglie di plastica.
Anche il display è progettato per
un maggiore risparmio
energetico.”
Marco Capellini
CAPELLINI design & consulting – Matrec
360 Eco Luxury Vodka
Marco Capellini
CAPELLINI design & consulting – Matrec
WHICH ECODESIGN?
PRODUCTION
Marco Capellini
CAPELLINI design & consulting – Matrec
PRODUCT
CONSUMER
Database and Research Centre
Marco Capellini
CAPELLINI design & consulting – Matrec
MATREC (Material Recycling) is the first free-of charge,
public national database devoted to Ecodesign,
products and material recycling.
MATREC is a technical and information tool and is
mainly intended for companies, designers, universities
and research centres.
MATREC was developed in co-operation with Companies,
Associations, Consortia and Ministries.
MATREC includes four main sections:
- Eco-Materials
- Eco-products
- Ecodesign
- Newsletter
Marco Capellini
CAPELLINI design & consulting – Matrec
About 300 recycled materials
from:
Material typologies
Argentina
Canada
Denmark
Finland
France
Germany
Italy
Netherlands
Poland
Portugal
Spain
Switzerland
UK
USA
Japan
Plastic
Rubber
Wood
Paper
Steel
Aluminium
Glass
Textiles
Mix and other
Marco Capellini
CAPELLINI design & consulting – Matrec
MATREC: web site homepage
Marco Capellini
CAPELLINI design & consulting – Matrec
Recycled materials information
Product name
Short description
Photo
Composition
virgin material
%
pre-consumer recycled material %
post-consumer recycled material %
other materials
%
Marketing methods
Characteristics
Sensory
Technics
Workability
Main applications
Environmental information
Company references
Marco Capellini
CAPELLINI design & consulting – Matrec
MATREC center in Milan
Marco Capellini
CAPELLINI design & consulting – Matrec
MATREC center in Evòra (Portugal)
Marco Capellini
CAPELLINI design & consulting – Matrec
FROM
MADE IN ITALY
TO …
REMADE IN ITALY
Marco Capellini
CAPELLINI design & consulting – Matrec
A project planned by
Marco Capellini
Promote by
Lombardy Region
Cestec
In cooperation with
Ministry of the Environment
Cial (National Aluminium Consortium)
Comieco (National Paper Consortium)
Corepla (National Plastics Consortium)
Marco Capellini
CAPELLINI design & consulting – Matrec
SHANGHAI, PECHINO, BUENOS AIRES, LISBONA, SANTIAGO DEL CHILE
Marco Capellini
CAPELLINI design & consulting – Matrec
Remade in the world 2005/2008
Marco Capellini
CAPELLINI design & consulting – Matrec