Founder and CEO of materials innovation company von Holzhausen is on a mission to make greener products for cars and beyond. IM spoke with the ex-Mercedes designer (and wife of Tesla design boss Franz) on her latest work for the Nilu hypercar and more.
Interior Motives: Tell us about your Nilu collaboration
Vicki von Holzhausen: The design team needed materials that were not only aesthetically compelling but also lightweight, durable and sustainable. Our expertise in developing innovative alternatives like Banbū (made from renewable bamboo) allowed us to meet these needs while aligning with the supercar's cutting-edge vision.
As it was a bespoke application for the Nilu hypercar, what were the main challenges?
For each client, we create an iteration of the Banbū material that is unique for their needs. Applying our plant-based material in such a bespoke manner involves significant challenges, particularly in the automotive industry, to achieve the required performance characteristics without compromising the luxury feel. Our team is full of experts and well-versed in this process so we were able to realise the unique colour fade the Nilu team was looking for, while maintaining sustainability and the high-end aesthetic expected in a hypercar. Ultimately, it was about finding that sweet spot where form meets function.
Tell me about your process for developing a new material. What are the key considerations?
Developing a new material is a meticulous process as we are very 'intentional' about every step - sustainability, functionality and aesthetics are always paramount. We begin with a deep dive into the material's lifecycle - from sourcing to end-of-life disposal. Our team of expert chemists then experiment with different compositions and manufacturing techniques to ensure the material performs well across various applications as we want the design opportunities with each new material to be boundless. We also think about the end-user experience, particularly how the material feels and ages, as a critical consideration.
What role does technology play in this development?
Best-in-class technology is integral to our material development process. Rapid prototyping happens at our Los Angeles lab where our R&D scientists collaborate with our design team to quickly iterate designs, testing various aesthetics and formulations. We then leverage our B2B partner, testing various manufacturing techniques in real-time to scale up our concepts. This accelerates our innovation cycle, enabling us to bring materials to market faster while maintaining our vision.
Small-run hypercars are one thing, but how scalable are your material solutions for the mass market - where you can make a bigger environmental impact?
Scalability is always at the forefront of our strategy. While bespoke applications for hypercars allow us to experiment and innovate, our ultimate goal is to adapt these materials for mass-market use. This involves refining processes to reduce costs and ensuring the materials can be efficiently produced at scale without compromising sustainability. We're proud to share that all our core materials, including Banbū, Tecknik, and Replant, are available at scale for brands today.
How do you usually gain new projects?
We often work with visionary clients who seek us out for our expertise in sustainable materials. However, we also proactively seek out collaborations where we believe our materials can make an impact. It's a balance of responding to client needs while educating potential clients to showcase the design possibilities to drive sustainable innovation across various markets.
Is it easier to get your 'foot in the door' now, given the increasing demand for sustainable materials?
Yes, the growing demand for sustainable materials has certainly opened doors - customers are becoming more discerning about the products they consume and brands across industries are increasingly looking for ways to reduce their environmental impact to meet these demands. Beyond this, strict chemical compliance requirements have been passed in Europe and California, which has accelerated the adoption of plant-based materials. Our materials offer a compelling solution, and our track record of innovation and quality has made it easier to establish relationships and continuously showcase the benefits of our materials.
Did your company set up to change mindsets around animal-based materials from an ideological standpoint, or more pragmatically by identifying a market niche?
It was both ideological and pragmatic. I've always believed in the importance of finding alternatives to animal-based materials, driven by a desire to reduce harm to animals and the environment - after all, l am a vegan. Pragmatically, I also recognised a growing market demand for sustainable alternatives, which aligned with this vision and my passion for design. It was about creating a product that was ethically-sound and met the needs of conscious consumers, while also delivering exciting designs.
But you soon uncovered far wider issues regarding the use of plastics - how does the industry begin to unpick its relationship with polymers?
Unravelling the industry's reliance on plastics is a complex challenge - even some vegan materials utilise plastic-based topcoats for durability and performance. This was the impetus for Liquidplant, the first-of-its-kind, 100% plant-based and plastic-free topcoat technology. This innovation is made with naturally biodegradable ingredients like sugar, oil and seeds transformed through novel chemistries and processes to ensure there are no harmful toxins or microplastics left in the environment. The potential for this is massive as it has such a wide range of applications - but it will take an ongoing commitment and collaboration across industries, from manufacturers to policymakers, to drive systemic change and reduce our dependence on harmful polymers.
Your work is notable for a distinct aesthetic that rejects the idea that new materials need to mimic the look and feel of traditional ones. Was that a conscious decision or does it flow from the materials' properties?
It was definitely a conscious decision. We really wanted to celebrate the uniqueness of sustainable materials rather than trying to make them look like conventional ones. By embracing the unique characteristics of materials like Banbū, we can create products that are visually and tactilely innovative, offering a fresh perspective on sustainable luxury.
Link to the article