Hermaak Expo ed. 1

Hermaak Expo in SULBB Aalst: A glimpse into the future of upcycled design

On September 13, 2025, SULBB Aalst opened its doors for the much-anticipated Hermaak Expo - a landmark event that brought together pioneers, enthusiasts and changemakers in the world of circular and upcycled interior design. The day buzzed with creative energy, inspiring conversations and groundbreaking visions of how “excess” in our spaces could become the raw material for innovation, not just leftover waste.

My talk: “Excess isn’t waste — it’s raw potential”

It was a true honor to contribute to the day’s vibrant program with my talk, “Excess isn’t waste - it’s raw potential.” The session focused on a core conviction: the most powerful innovation in interiors is not just about new shapes or novelty, but about radically re-thinking what we already have.

We explored how upcycled design can - and must - move from niche curiosity to familiar, desirable norm. Hotels are redesigned and refurnished every 7 to 15 years (in retail it happens even faster!), yet virgin materials remain the default choice. Why? Much of it comes down to perception: context shapes how we value materials. Presenting upcycled pieces in new, thoughtfully curated environments dissolves outdated stereotypes and reveals their true worth.

Context is everything

During the talk, I shared stories drawn from my research. These case studies proved that context is more than backdrop: it’s a catalyst for new perspectives. When designers, hoteliers and even guests encounter upcycled or circular elements presented with confidence and intention, they stop seeing remnants - they start seeing raw potential.

This context-led storytelling is how upcycling moves out of the sustainability sidelines and into center stage - delivering beauty, function and a new, future-ready narrative for interiors.

EU legislation: the tipping point

A central theme of my talk was how much the legislative landscape is about to accelerate change. Upcoming EU directives on resource use, waste streams and product passports will reshape not just what’s possible, but what’s required in interior design choices. Soon, sustainable material sourcing and transparent upcycling will be baseline compliance, not optional extras. For hotels and retailers especially, the time to act is now: those who embrace this shift sooner will lead the market rather than scramble to catch up.

An atmosphere of possibility

What made Hermaak Expo truly special was the warmth and open-minded energy throughout the SULBB Aalst venue. As I connected with fellow designers, retailers and circular economy advocates, it was clear that what unites us is a sense of possibility. We’re not just responding to regulation or reacting to waste - we’re writing a bold new story for the interiors of tomorrow.

Every exchange, from thoughtful audience questions to spontaneous chats after the talk, affirmed just how ready the community is for systematic change. The opportunities to collaborate are as abundant as the materials waiting to be transformed.

Hermaak Expo offered more than inspiration; it foregrounded a movement taking shape at the intersection of sustainability, design and policy change. Together, we can show that excess isn’t waste - it’s where tomorrow’s interiors begin.

If you’d like to discuss the talk, bring upcycling into your next project or learn more about the impending EU changes, let’s keep the conversation going. The future is circular and every context is a chance to look again, and see new potential.

Hermaak Expo is a yearly event organised by Tom de Koninck, who also is the author of the header image of this blogpost