Exactly £22,289 to make a piece of furniture for babies. A pretty large amount of money for a crib, isn’t it? Well, we will take the chance to say that this is an OK price compared to the world’s most expensive cot. Made by Suommo, a Spanish manufacturer of luxury furniture for babies, the crib is shaped out of 24-carat solid gold and it costs “only” $12 million! Now, you can understand us when we said that £22K is a “fair” price for such an item.

While the million-dollar crib gets its price because of the highly-expensive material used to make it, the thousand-pounds one has a reasonable explanation: It has this ridiculously high price because it’s been made completely without the use of fossil fuels. Now, whilst one is made for snob people, the other is made for the ones who are very careful with Mother Nature. Of course, paying respects to nature isn’t cheap. That’s why the price.

According to Swedish multinational energy firm Vattenfall, which is also the inventor of the baby crib prototype, it is almost impossible to manufacture products that fit our daily needs without using fossil fuels. The way these items are made play a huge role in the search for eco-friendly solutions. This is where Vattenfall steps in with its crib, using it to spark conversation on the current challenges around fossil-free manufacturing. Its main goal is to show to the public how challenging it is to work on everyday projects without the use of coal, gas or oil.

It is difficult to shape such items, but not impossible. To better understand the process, the brand, inspired by DDB Unlimited agency, decided to explain to the audience what it had to do to bring the concept to life: The bedding has been hand-woven, the Texel-island wool used in the mattress was transported by sailboat, the wood was felled, sawn and dried using green electricity. Even the logo uses the first steel in the world made with hydrogen — instead of cokes — which was transported by train and electric car.

The need to create totally green items is high. Also, it must be brought down to ensure a better and cleaner future for the next generation. This is an idea that floats above Vattenfall’s employees, who work hard so that the next generation can benefit from fossil-free products. Currently, the company works with various industries like the steel, cement, and transport industry to create greener solutions. Through this process, the brand wants to deliver everyday items back to an acceptable price for us and for the planet.

Maarten Vrouwes, Executive Creative Director at the Amsterdam-based agency says: “Designing and producing a fossil-free product was more challenging than we could ever imagine. But also, one of the most rewarding journeys we’ve ever undertaken. The end result is a beautiful combination of cutting-edge innovation and the skills and crafts of our ancestors.”

Cindy Kroon of Vattenfall continues: “What this crib demonstrates is the challenge for the coming years in getting these types of processes scalable and affordable. And that we have to do this together. We are of course an energy company, not a furniture manufacturer, but we do want to take a broader perspective and seek cooperation to help industry and the transport sector in becoming fossil-free.”

The last centuries have been defined by coal, oil, and gas. So, are we ready to give these things up? Well, we kind of have to: In 2043, the age of fossil fuels will be gone, which means that the world has to find new alternatives to replace fossil fuels. That’s why we admire Vattenfall’s project which, we hope, will encourage other brands to invent such objects.

Sadly, the crib is not for sale. It is a prototype made by the brand to show to the audience that it can be possible to work on daily objects that use no fossils in their production. Well, it all comes at a huge cost. Let us just pray so that Vattenfall’s concept comes true. Yet, at a lower price.

Credits:

Client: Vattenfall Netherlands

Agency: DDB Unlimited

Production company for film: Dpplr

Director: Maarten Groen

Production and design for crib: FROLIC studio