Critical.

🌊 Did you know that every year, 8 million tons of plastic end up in our moana (oceans)? 🚛 🤯 That's like dumping a rubbish truck full of plastic into the ocean every minute. And every piece of plastic ever created still exists today. By using sustainable materials like recycled plastic panels, businesses can play a significant role in supporting the circular economy. With an estimated 40% of all plastic waste coming from packaging, there is an urgent need to find innovative ways to keep these materials out of our landfills and oceans. The good news? Circular design principles can reduce the need for virgin plastics and significantly lower the carbon footprint of your next project. Transforming plastic waste into high-quality, durable materials isn’t just good for the environment—it’s also good for business. It’s becoming essential for companies aiming to meet their sustainability goals and appeal to eco-conscious customers. And that's our kaupapa at Critical. We’re turning plastic waste into a new kind of resource with Cleanstone—recycled plastic panels made from 100% discarded plastics, including old fishing nets. If you are a designer or founder, here’s how you can start incorporating circular design principles into your next project: Opt for furniture pieces that serve more than one purpose, such as modular shelving that can be rearranged or seating with built-in storage. Multi-functional furniture maximises space efficiency and reduces the need for additional materials, supporting sustainable design principles. When choosing sustainable materials for your fit out, prioritise locally-made products to reduce the carbon footprint associated with transportation. This not only supports the local economy but also contributes to the overall sustainability of your project by cutting down on emissions. Instead of tearing down existing structures or interiors, consider adapting and reusing elements already present in the space. By giving existing features a new life you help minimise construction waste and preserve a sense of history within the design. 👉 I run a green materials company called Critical. and we help designers and brands make beautiful spaces using 100% recycled plastic panels called Cleanstone. If your working on a project, a product and are keen to colab, send me a DM or reach out to my team at criticaldesign.nz #SustainableMaterials #RecycledPlasticPanels #FitOut #Retail #CircularEconomy #GreenBuilding #EcoFriendlyDesign #OceanConservation #PlasticRecycling #InteriorDesign #ClimateAction

It is estimated by 2030 Millennials and Gen Z will have a combined spending power equal to 50% of the global economy. Which is why by 2021, 90% of Fortune 500 companies have sustainability targets to reduce carbon emissions as well as to achieve zero waste and circualrity. This has massive implications for the future of commercial interiors. Because if you are a commercial property owner and you want to attract high value, Fortune 500 businesses as your tenants, your workplaces needs to reflect how your are going to help these brands achieve their targets. Why is why our mates at Aspect Furniture are making it easier now than ever before for properties owners, designers and architects to access high quality, thoughtfully designed, low carbon and circular workplace products by intergrating Critical. Cleanstone into their range of beautiful products. And I'm so proud of this colab and the results to date! Ngā mihi nui Ashley Simmons and the incredible team behind Aspect Furniture for the talented mahi you fullas do! #MillennialSpendingPower #GenZInfluence #SustainableInteriors #CircularEconomy #CarbonNeutral #ZeroWaste #CommercialInteriors #GreenBuilding #SustainableDesign #Fortune500 #WorkplaceInnovation #EcoFriendlyFurniture #FutureOfWork #LowCarbonLiving #ArchitectsOfTheFuture #DesignForGood #GreenSpaces #AspectFurniture #Cleanstone #NextGenLeaders #ClimateAction #CorporateSustainability #InteriorDesignGoals #SustainableFuture #PropertyDevelopment

What's good chat? I let my Gen Z editor write my script for today's clip 🎞. Was my vid low key 🔥 or mid? Don't 🧢 . Comment down below! At Critical. we take being being good ancestors to our next generation very seriously... Yo fam 👨👩👦👦 ! I’m out here grinding a green materials company called Critical., where we’re all about hooking up designers and brands glow up ✨ their spaces with 100% recycled plastic panels we call Cleanstone, for real for real, no skibidi. 🧼♻️ If you’re slaying on a fit-out project and wanna level up ⤴ your aura 🌈 with some eco-friendly vibes, slide into my DMs or hit us up at criticaldesign.nz - ✌️🌱 Let’s make sustainability lit 🔥! And for real, hit that follow button or I'll hit that unfollow real quick. ✌️ #GenZSlang #EcoFriendlyVibes #SustainableDesign #RecycledMaterials #GreenBuilding #Cleanstone #CircularEconomy #FitOut #GlowUp #CreativeCollaboration #GoodAncestors #ClimateAction #InteriorDesignGoals #HustleCulture #DesignForTheFuture #EcoInnovation #LinkedInFam #SustainabilityGoals #PlasticRecycling #NextGenLeaders #GreenVibesOnly #FutureOfDesign #AotearoaDesign #Skibidi #EcoWarrior #SustainableLiving

Here's the story of how we took Silver at the Best Awards for the kingi board - arguably the worlds most sustainable premium chef grade chopping board. Still one of my favourite colabs at Critical. alongside our mates at kingi hotel britomart, Tom Hishon, Legasea (Benn Winlove) and The Hotel Britomart. Ngā mihi nui Megan Bardsley for doing all the heavy lifting on the application. Shoutout to Matt Whyte for sweeping the evening with your kaupapa at Mindfull Spaces - can I please have one of y our pins? And always good to bump into the worlds 17th best looking Māori - my bro Raymond and the talented Laura Cibilich for both you fullas' cameos in this vlog 😂 - keep surprising us with your incredible mahi. And if you thought it was hard enough to get your hands on a sell out kingi board, this award may have just made it harder ... sorry whānau. If your keen on a now award winning kingi board, you can grab yours here: https://lnkd.in/e26hryUA I run a green materials company called Critical. and we help designers and founders create beautiful spaces using 100% recycled plastic panels called Cleanstone. If your working on a sustainable project or looking to colab with us on products, send me a DM or reach out on criticaldesign.nz #SustainableDesign #AwardWinning #CircularEconomy #RecycledMaterials #EcoFriendlyProducts #ChefGrade #GreenBuilding #Collaboration #KingiBoard #BestDesignAwards #PlasticFreeOceans #AotearoaDesign #PremiumProducts #InnovationInDesign #GreenMaterials #SustainabilityLeadership #CreativePartnership #MāoriDesign #EnvironmentalImpact #PlasticRecycling #OceanConservation #MindfulSpaces #CriticalDesign #NewZealandDesign #AwardWinningProducts

Our obsession with material perfection and uniformity is dying. I believe the most beautiful materials are those that embrace imperfections. Materials that age gracefully tell a story of time, use, and purpose—adding character to spaces in ways that pristine, untouched surfaces never could. Alexander Wastney from Designwell walks us through why he fell in love with Critical. Cleanstone in one of this fit out projects. Materials like natural wood, leather, and metals develop a patina over time, which enhances their aesthetic appeal and extends their lifecycle. And with materials accounting for 11% of global carbon emissions choosing sustainable materials that age well also serve a purpose beyond function and aesthetics; helping to reduce waste and lower emissions. Instead of replacing worn-out items, materials that develop a natural patina encourage repair, reuse, and repurposing. I embraced this philosophy when developing Cleanstone. Our products not only minimise environmental impact but also age beautifully over time, making every fit out more meaningful and sustainable. And the future of commercial spaces are places where every element—from the flooring to the countertops—tells a story. Instead of viewing signs of wear as flaws, they are seen as evidence of history, craftsmanship, and thoughtful design. The use of materials that age gracefully transforms a space into a living, evolving narrative. Here are 3 practical tips that will help you develop spaces where age is a feature not a flaw: 🌳 Choose Materials That Develop Patina: Opt for materials like Cleanstone or reclaimed wood that show signs of age through patina. These materials become more unique over time, adding a sense of authenticity to fit outs. 🛠 Design with Repair in Mind: Use modular components and designs that allow for easy repairs and updates. When a material ages naturally, you can integrate repairs seamlessly into the design, supporting sustainability and reducing waste. ♻ Incorporate Circularity Principles: Plan for future reuses by selecting recycled materials that can be disassembled and repurposed at the end of their lifecycle. This supports the circular economy and extends the useful life of your materials. The trend toward materials that embrace imperfections and tell a story isn’t just about aesthetics—it’s about creating spaces that last. Don’t miss out on making your next fit out a testament to thoughtful, sustainable design. I run a green materials company called Critical. and we help designers and brands create beautiful spaces with 100% recycled plastic panels called Cleanstone. If your working on a sustainable fit out looking for materials that tell a story, send me a DM or reach out at: criticaldesign.nz #SustainableMaterials #RecycledPlasticPanels #FitOut #Retail #CircularEconomy #GreenBuilding #Patina #AgingGracefully #InteriorDesign #StorytellingThroughDesign

What’s next for Aotearoa interiors and design? After a thought-provoking conversation with Alexander Wastney from Designwell, here are 5 key insights that will shape the future: 1️⃣ Our Unique Aesthetic is Emerging: Aotearoa design is finding its own voice, rooted in our history, whenua, and people. It’s more than just a style—it’s a narrative that reflects who we are. 2️⃣ Honouring Our Cultural Backbone: Collaborating with Māori brings Aotearoa’s identity to life, offering unparalleled opportunities for beautiful and meaningful work. This isn't just design—it’s a celebration of te ao Māori and our shared future. 3️⃣ International Recognition is Rising: The world is starting to notice. Our unique approach is capturing attention far beyond Aotearoa's shores, establishing a distinct place for Kiwi design on the global stage. 4️⃣ Reimagining Inspiration: We’ve moved from looking outward for ideas to embracing our own context. The focus now is on creating designs that feel authentic and resonate with our local communities. 5️⃣ Fit-Outs as a Reflection of Brand Identity: More than ever, fit-outs are becoming brand-centric, bringing the essence of a business into the physical space. The result? Design that’s bold, varied, and full of character. 🏆 Big congrats to Alexander Wastney and the team at Designwell for winning the Gold Pin at the Best Design Awards. Your mahi is leading the way and setting new benchmarks for our industry. Curious how this design philosophy can elevate your next retail, commercial, or hospitality fit-out? Connect with Designwell to bring your space to life: designwell.co.nz 💬 What’s the most distinctive Aotearoa design trend you’ve noticed recently? Drop your thoughts in the comments! And if you want to see how Critical. Cleanstone has been used in Designwell’s projects, send me a DM or visit criticaldesign.nz. #AotearoaDesign #MāoriDesign #CreativeCollaboration #GoldPin #BestDesignAwards #CulturalStorytelling #SustainableMaterials #InteriorFitOuts #DesignForTheFuture #CriticalCleanstone

With construction generating approx 30% of global waste, the future of design is trending quickly towards circularity. And when circular materials like Critical. Cleanstone 'fit' THIS well into workflows and projects... this is how I feel 90% of the time. 😂 Sound on. Waste often starts early at the point of material selection and developed design stage. But by incorporating sustainable materials and innovative approaches, we can significantly reduce the amount of waste generated during fit outs for retail, hospitality, and commercial projects. And what's even better is that a study from the World Economic Forum indicates that adopting circular economy principles can reduce global CO2 emissions by up to 39%. That's massive. Fit outs will soon not just end in waste but begin a new lifecycle. By using recycled plastic panels like Cleanstone, we can divert waste from landfills and reduce the need for virgin materials. Here are 3 ways you can integrate circularity into your next project: Select recyclable and durable materials that work with your design narrative. Choose materials that have a second life, like Cleanstone, which is made from 100% recycled plastics. Not only does this support sustainable building practices, but it also creates beautiful, lasting designs for high-traffic areas. Utilise prefabricated elements. Prefab allows for controlled manufacturing in a factory setting, where excess materials can be minimised and managed effectively. This approach not only speeds up the installation process but also supports sustainable construction practices by reducing the environmental footprint and material waste associated with traditional building methods. Plan projects with end-of-life in mind, using joinery and connections that allow for easy disassembly. Try to stay away from glues. This makes it possible to reuse or recycle materials rather than sending them to landfill. If you want to create fit outs that are as circular as they are stunning, it’s time to integrate thoughtful design principles and sustainable materials. 👉 I run a green materials company called Critical. and we help designers and brands create beautiful spaces using 100% recycled plastic panels called Cleanstone. If your working on a sustainable fit out, send me a DM or reach out on criticaldesign.nz #SustainableMaterials #RecycledPlasticPanels #FitOut #Retail #CircularEconomy #GreenBuilding #ZeroWaste #EcoFriendlyDesign #SustainableArchitecture #InnovationInConstruction

We’re proud to partner with renowned Māori architect matua Jacob Scott (Te Ara Hihiko & Scott Architects) to explore how whakairo (carving) from Critical. Cleanstone can enrich storytelling in fit-outs in a way that honour te ao Māori and te taiao. And we will soon be retailing these beautiful, c300mm diameter circular whakairo through my mate Manawa Udy's eCommerce and retail brand Konei - kicking off in November. In this first video as part of a 3 part series, matua Jacob will share his whakaaro behind this kaupapa! Here's the first teaser video. This kaupapa is about changing our relationship with plastic waste by transforming soft plastics and commercial fishing nets into literal taonga (treasure) you can hang in your whare. And thinking more broadly, imagine fit-outs where tradition meets technology - imagine spaces adorned with whakairo crafted from recycled plastic panels, telling a story that spans generations while connecting you to the land. In partnership with Te Arahihiko, this kaupapa is about transforming commercial, retail, or hospitality spaces into places that remind us of our place in the universe. Here are 3 simple ways you can easily embrace this kaupapa into your next fit out project: Partner with Māori, early. Matua Jacob and matua Jason from Te Ara Hihiko are here to support your next project - either by collaborating with you to create unique architectural pieces from scratch or help realise an existing design using Cleanstone. They're here to help. Use Sustainable Materials: Experiment and try new materials like Cleanstone panels for whakairo and other architectural elements. This supports the circular economy by reducing waste, lower carbon and repurposing materials - while creating interesting moments and details in your fit out. Consider Storytelling in Design: Use whakairo to tell stories within your space to enrich the experience The future of design is indigenous. Are you ready to be part of it? Start with partnering with Māori designers like matua Jacob Scott and consider carved architectural elements using Cleanstone into your next project and let your fit-out speak volumes. 👉 Learn more about our partnership with Te Ara Hihiko and explore how Cleanstone can elevate your design. Send me a DM or reach out at criticaldesign.nz As the demand for culturally and environmentally conscious design is grows, don’t miss the opportunity to lead the way—get started on your project before the year’s end e te whānau!! #SustainableMaterials #RecycledPlasticPanels #FitOut #Retail #CircularEconomy #MāoriDesign #Whakairo #GreenBuilding #CulturalStorytelling #Cleanstone #ArchitectureForTheFuture

As the co-founder of Critical., the best part of my job isn’t just seeing our sustainable products in beautiful fit-outs—it’s talking to the architects and designers who use them. 🛠️ One thing I’ve learned in this journey is that building a business isn’t just about launching a product. It’s about constantly evolving that product based on real conversations with the people who use it. Whether it’s hearing feedback on our Cleanstone panels or strategising how we can make sustainability more accessible, these discussions with architects and designers fuel our innovation. 📣 Here’s why talking to your customers is Critical. (pun intended 😉): 🧡 You learn what truly matters: Your customers see things from an angle 9 times out of 10 you will have missed—whether it’s a small design tweak or a larger sustainability challenge to the touch and feel on the surface finish of our materials. It matters. 🚀 It drives product innovation: The best ideas don’t always come from inside the company; they come from the hands of those who use your products every day. 💪 It helps to strengthen relationships: Listening is caring. At Critical., every new project is a collaboration. As a founder my lifelong goal is to keep learning from the brilliant designers, brands and founders who inspire us to be better. These conversations make our products more functional, more sustainable, and more aligned with the future of sustainable design. 💬 What’s the best feedback you’ve ever received from a customer that made a difference in your business? Let’s get a conversation going in the comments below! Ngā mihi nui Sean O'Flaherty and Context for your invite and manaakitanga this week. I'm really inspired by the mahi you fullas do. Oh and Sean... the internet have now experienced the power of your smile 😂 ... Sorry in advance bro. 😅😅 #Entrepreneurship #CustomerFeedback #Innovation #ArchitectsOfTheFuture #SustainableDesign #CircularEconomy #CriticalThings

Bank of New Zealand's new Ponsonby branch is 🔥🔥! Designed by WARREN AND MAHONEY, this fit out is setting a new standard in local, sustainable design. And we're thrilled to be a part of it. It's a celebration of local materials from Special Studio's beautiful 3D printed customer counter bases, to Flock's acoustic wall lining to soft furnishings covered in wool from Maxwell Rogers to using Cleanstone panels made from recycled soft plastics and blue fishing nets as the customer counter tops 🌊 And in today’s competitive environment, banks and businesses are not just competing on services but also on the sustainability of their spaces. And Bank of New Zealand helping to lead the way. If you're a business that hasn't started thinking about sustainability, you might soon be left behind. With 11% of global carbon emissions from the embodied carbon in building materials, while 28% comes from operational energy, circular and local materials like Critical. Cleanstone can help significantly reduce your environmental impact - avoiding over 1000 times the carbon emissions if used in place of another material made with virgin plastics and minerals. Like BNZ, here are 3 fresh ways you can embrace sustainable design in your next retail and commercial fit-out: Design for Material Recovery: Think beyond the life of your space—opt for materials that can be easily disassembled and reused. By designing with material recovery in mind, you create spaces that evolve with your business while minimising environmental impact. Implement Zero-Waste Systems: Consider adopting zero-waste strategies for your fit-outs. Whether it’s through waste reduction during installation or materials that can be fully recycled, this approach supports long-term sustainability and drives down operating costs. Incorporate Biophilic Design: Studies show that natural elements in design increase productivity and well-being by up to 15%. Consider adding sustainable, nature-inspired materials that not only reduce your carbon footprint but also enhance the aesthetic and ambiance of your space. If you want to create the next industry-leading, sustainable fit out start by partnering with values aligned and sustainability focused designers like WARREN AND MAHONEY so you can transform your commercial or retail space with innovative materials that tell a story of sustainability, just like BNZ's Ponsonby branch. 🌱 Ngā mihi nui Gareth Huston and your talented team for another beautiful project. I run a green materials company called Critical. and we help designers, brands and founders create beautiful spaces using 100% recycled plastic panels called Cleanstone. If your looking for circular materials 👉 Visit criticaldesign.nz to see how Cleanstone panels can take your design to the next level. #SustainableMaterials #RecycledPlasticPanels #FitOut #Retail #CircularEconomy #GreenBuilding #EcoFriendlyDesign #SustainabilityLeadership