An enlightned idea

When you look at a tree, the leaves that fall on the ground become nutrients for new plants. In nature, there is no garbage, but the residue that nourishes and nourishes. Wood is a renewable resource that can be reused in many ways. Currently, this material is collected in several places and is a resource for local communities. An action that can help sustainable development find new business opportunities. For 50 years or more, São Paulo light poles were above our heads responsible for the transmission of electricity to our homes and in our day-to-day life we had no idea of the treasure that was there: several species of wood and we need to give them a new role. Since they are noble, the solution is to maximize their value through their transformation into furniture.

Data from WWW Brazil - points out that the Civil Construction sector is one of the largest consumers of native wood in the country. According to SEBRAE data, 80% of the timber is of temporary application as concrete, scaffolding, shoring, among others that are discarded after the foundations and structure of the buildings are ready and only 20%, rafters, boards and boards), frames ( doors and windows), coatings, floors, prefabricated houses, among others. The point is to prevent noble resources, such as wood, from being deposited in landfills when they still have great potential for validity. Give a new meaning to these wooden bars of light poles that for years gave us comfort in our homes and that were above our heads and now will have a prominent place in the furniture function. Only in the city of São Paulo, the number of wooden cruises exceeds 50 thousand units, it is known that other states of the country also use the wood in the light poles so that the transformation in furniture is already a proposal of reutilization to be replicated in scale and a new business model to promote the circular economy.

In Brazil, the pet market is growing in the country, in 2014 it reached a turnover of R $ 16.47 billion and represented 0.34% of the Brazilian GDP. Many pet owners seek alternatives so that their pet can play and rest without facing dangers, investing in home or apartment furniture, and also with options for the outside environment. But many residences are not designed to give the necessary support to the pet, expanding the opportunities in the custom furniture market. Thinking about it, custom furniture can be for example for cats and dogs, signaling the two main pets that consumers own, but depending on the region that audience can change. Another trend of the furniture segment are products and services for the elderly. In Brazil, over the next 10 years, we will reach the mark of more than 1/3 of the population composed of individuals over 60 years of age and with active consumption capacity. The mobile of the future points out positive perspectives with the development of society both economically, socially and technologically lead to key characteristics that the furniture of the future must have to keep up with these changes.

As for the pets' audience, custom cat furniture can seek the exploration of vertical spaces in place, saving square meters and serving customers who have limited space. For mobile dogs with tunnels, directing the dog to a higher part, without the need to jump, also preventing it from straining the spine. As for the elderly public the mobile of the future should be: more interactive, promote greater "intelligence" and functionality for the user; occupy fewer spaces and be collapsible or foldable; be multi-purpose with adaptations for various functions; be sustainable with the use of biomaterials, recycled materials, among others. All these features provide good gains for the furniture industry. In addition, with the increasing use of digital technologies education is one of the transformations that reaches all levels of society and people can study the most diverse subjects at home, in public spaces or in classrooms planned to use technology then elaborate products for this segment is fundamental to continue the process. Another opportunity is the shared economy, that is, the search for a reduction in the consumption of resources and protection of the environment, together with the desire to experience new experiences, will impact on the furniture industry, since the sharing of ideas, opinions and products will intensify the "propagation" of objects that provide these characteristics. The technologies used are disruptive because they represent a radical change of course for the productive chains, which are totally modified. In addition to waste management, in the circular economy the idea is to keep resources in use for as long as possible, recovering them and regenerating them throughout their life cycle. This model requires substantial and, above all, technological change in behavior. We also use design thinking which is an approach based on the cognitive process used by designers for years. It aims at problem solving, product development and idealization of proposals. In this approach, the idea is to put people at the center of the creation and development of a project, as well as using creativity and analytical skills to reach or adapt solutions.With the Design Thinking we reinvented the productive process to improve the production to generate products adapted to the sustainable productive cycle. These processes and technologies aim to reuse the already extracted resource and extend its useful life to the maximum by adding value avoiding the extraction of virgin raw materials.

The concept of circular economy has as a principle to be restorative and regenerative, intentionally seeks to maintain from the design of new businesses and products, components and materials at its highest level of utility and value all the time. From innovation to circular business models like the Product and Service System, sharing, circular design, reuse, remanufacturing, many values and opportunities are created. Through the five criteria or five assets of the Cradle to Cradle concept, which are: healthy materials, material reuse, water and carbon management, energy management and social justice, it is possible to design products and use strategies like the Project for longevity. is to design a product that will last longer, break the logic of selling many units for profit. In Designing for service / leasing, create business models where the product is a service and the consumer, user. With the digital platforms, this cultural change already happens in the services of sharing of cars, houses and now mobile. When designing for reuse in manufacturing, the company is responsible for the destination of the product and therefore it is advantageous to create the product that can be easily disassembled, reused and invest in quality materials and components and the fourth strategy is our business model is the reuse of materials by recycling when they can no longer be availed in other models, ensuring that the material can be recycled without loss of quality

The use of sustainable materials for the manufacture of furniture, in addition to being beneficial to the environment, has become a trend in decoration. One of the most used materials is the demolition wood, in our proposal we are using the wooden crossheads of the light poles that have been removed for replacement. This material allows modifications without many interventions. To be turned into furniture, it is worked and brushed with special equipment and then the products can be passed to completion. One of its advantages is termite and weather resistance. It allows to develop custom designs with noble woods and allows the designer to have a varied range of use and combination with other materials such as stainless steel, aluminum, iron, glass, etc. These wooden crossheads require care like ordinary wood for fabrication. because it is a material that has already been used, it is necessary that a cleaning process be done with high pressure water machines and avoid the use of corrosive substances after drying, use the planer to stay with the same thickness, then be cut as planned. For additional protection of the wood, a water-based resin is indicated so as not to alter the natural appearance of the wood. The Tales shelf requires simple processes for its production, the wooden crosses will be cut and joined and as they already have holes, it will be through them their structure, and for this the screws of the light poles will be used.

It is already a reality, the substitution of the wood of the native flora of posts and crossheads for the electrification, since the use of noble native woods has stimulated the deforestation in the Country. Native species were destroyed for this purpose like: cumaru, faveiro, guarajuba, guarantã , jatobá, pau-roxo, sucupira, taiúva, jarana, angelim among others. Another use of these crossheads in railways and this demand was responsible for the devastation of extensive areas of native forests in Brazil. Wooden sleepers require the felling of a large number of trees - about 89,000 m³ of wood for every million sleepers. The clandestine exploitation of wood for this purpose is still profitable and the dormant wood of the native flora originating in the Amazon forest reaches the Southeast region, costing between 15 and 20 dollars. The market already offers alternatives for the replacement of these noble woods, such as reinforced concrete, light and fiberglass. Another option is treated eucalyptus wood, with no damage to native forests. PL, PL-2416/2011, is being reviewed by the Committees on Environment and Sustainable Development; and of Constitution and Justice and Citizenship before proceeding to the Plenary. Our project aims to give a destination to these high added value noble woods and to propose a cultural transformation through the design, with products with identity promoting the cultural rescue of products with Brazilian identity through policies of valorization of traditional local products or artisan like a powerful economic development tool

Initially the target public is concentrated in the city of São Paulo, but this project has the potential to be scaled at the national level. Brazil has 27 states that we can invest with this solution of transforming the crossheads of light poles into furniture

Our solution for turning wooden crossheads from light poles into furniture is an open project where anyone can share, modify and replicate to other places. The solution presented can be replicated throughout Brazil and we know that it has the potential to arrive in other countries. We are further developing our circular business model that relies on waste as a resource: Recovering useful resources and wasting energy. Industrial symbiosis. In the current business model, the models are based on product sales and customer value delivery. In a circular economy, in addition to adding value to customers, it adds more value to stakeholders, circulates more products and resources and uses renewable resources to regenerate the environment. For this, it is necessary to go beyond waste recycling: we will rethink issues such as strategic positioning, value proposition, key issues for key stakeholders, sustainability challenges of the company, and others. This change is great for many companies because it requires not only internal changes, but also across the value chain, including how products are offered to consumers. Our strategic positioning is in line with Agenda 2030 because including sustainability in business strategy is one of the key differentiators to increase the company's competitiveness, especially with increasing market awareness on environmental and social issues, and circular design has performance products.

e perceive an evolution in the furniture industry that brings changes and trends based on society. Barriers can also be seen as opportunities for innovation in the industry.

Barrier / Opportunity - Greater competition: We know the need to develop strategies more frequently, mainly due to the competition of price, quality and differentiation in relation to foreign products. Barrier / opportunity - Increased pollution in developing countries: Our solution focuses on the development of products with an environmental seal, which are designed and produced with a view to their productive compatibility with the environment. Barrier / opportunity - Increase income inequality: Our solution comprises the need to produce products for very different economic and social classes. Barrier / Opportunity - Strengthening Nationalism: Increased demand for products that express local identity and strengthen the connection of customers with their origins. Our solution values the Brazil and recognizes the achievements of the Brazilian furniture industry, evidenced by the tendency to increase the search for objects that show these values. Barrier / Opportunity - Water Scarcity: Our solution is to develop products that reduce the consumption of water resources, both in manufacturing and in use. Our solution uses the Cradle to Cradle criteria. Barrier / opportunity - Strengthen the importance of health for the economy: The need to develop more and more products aimed at personal health and the environment. Our solution is to serve the most diverse groups, such as the elderly, that in the next 10 years, 1/3 of the population will be over 60 years old.

In 2015, 85.4% of the population lived in urban areas, and the UN projection for 2030 is that 87.9% of the population will live in urban areas. The scenario of scarcity and overvaluation of urban land has reduced the need for large spaces.

Residences with smaller spaces do not imply less comfort, on the contrary, they allow a set of multifunctional furniture that bring aggregated solutions, allowing their use in different situations. Design for people, from the first contact to the discard. Our business model is user-centered and knowledge of needs and goals as a human being. Our differential is authentic engagement, making the client a partner in the process. The quality and price of the products influence the purchasing decision and, with this, the consumers want to actively participate in the creation. We seek to understand the customer's need, the emotional reasons for the purchase decision, but without dehumanizing the service. The use of technologies as augmented reality helps the work of industry professionals, arousing emotions through the interaction of the virtual world with the physical, making the client part of the process. At the same time as the global population increases, the supply of resources decreases. Faced with this scenario, the upcycling theme, which consists of the reuse of products that would eventually be discarded, increasingly gains new production models that bring the need for product customization, with unique and exclusive objects for each customer and our solution comes to meet these demands.

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Christian Ullmann, Argentine, holds a degree in industrial design from Buenos Aires' School of Architecture, Design and Urbanism and has been living in Brazil since 1996. Coordinator of the Exploratory Lab, professor at the Istituto Europeo di Design São Paulo (IED) and researcher at the Design Nucleus and Sustainability of UFPR.
Janaina de Souza Leite is an interior designer. In her postgraduate course, she met the Cradle to Cradle methodology and studied MS in Productive Systems focusing on the Circular Economy for a sustainable use of wood.
Alexandra Rat is a Civil Engineer and seeks new experiences in sustainability.

The partnership of colleges and private companies can greatly assist in solutions to promote sustainable development. The diversity of people in a group also allows for a diversity of solutions and opportunities for innovation.

Private college and private recycling company; the recycling company saw itself with a huge amount of wooden crosses and proposed to partner with the university to find solutions for waste with potential for reuse and to foster circular economy.

Different from the current linear model in the circular model we have:

Business Models - Economics Circular
Product as a Service
1.High performance and long service life;
2.The service is owned by the supplier company, reducing costs.
Sharing
1.Consuming collaborative;
2. Long-distance Sharing;
3.Reduction of the cost of intermediation of the product.
Circular Inputs
1.Insumos return to the production chain / biosphere;
2. Increased longevity of the chair of value;
3. Reduction of dependence on finite inputs.
Recovery of resources 

1.Recovering the value and function of products and materials;

2. Final consumers have a key role in returning products;
3.Transforms end-of-life product into new one;
Long service life 1.Extension of product life;
2.Repair, maintenance, easy disassembly and reassembly).
Virtualization
1. Dematerialization of physical assets and space saving;
2.Economy related to the displacement of customers;
3.Elimination of inventories of low spinning products.

As it was said, the business model is in development but looking at the guidelines of the proposed models I believe that the next one is Market Intermediary Model

The market intermediary model of social enterprise provides services to its target population or "clients," small producers (individuals, firm or cooperatives), to help them access markets. Social enterprise services add value to client-made products, typically these services include: product development; production and marketing assistance; and credit. The market intermediary either purchases the client-made products outright or takes them on consignment, and then sells the products in high margin markets at a mark-up.

Our solution according to the following criteria:

Alignment: The solution uses simple technologies to turn wooden crossbars into furniture for various audiences and promote the Circular economy.
Impact potential: The solution has the potential to impact lives initially in the city of São Paulo, but can be scaled at the national level.
Feasibility: The solution is feasible and the team has a financial sustainability plan in development.
Innovative Approach: The solution proposes a new process and a new business model to solve the Challenge.
Scalability: The solution can be scaled nationally to affect the lives of more people.
Partnership Potential: Investment partnerships are necessary to foster the circular economy in Brazil through collegiate laboratories and bring this to society to advance in sustainable development and alignment with the UN Agenda 2030.

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colleges, private companies, nongovernmental organizations, all those that are willing to promote the circular economy and scale it globally to promote compliance with the ODS (Sustainable Development Objectives) of the UN Agenda 2030

Our solution creates new business models that encourage the extension of product lifecycle rather than using virgin resources. As already mentioned are noble woods where many are already extinct and we want to change this paradigm, call attention to the deforestation unleashed and show the solutions that the market already has so that it does not use noble woods in lighting posts or in railroads.

Our solution proposes a new business model based on waste as a resource: Recover useful resources and waste energy. Industrial symbiosis. We will reuse the wooden crossheads that are noble woods and give their due value through their transformation into furniture that serves the most diverse groups of people and their needs.

"Recycling wood waste for social purposes" is the name of the circular economy initiative being developed here in Brazil as part of our efforts to achieve the eighth United Nations Sustainable Development Goal: "Decent Work and Economic Development." As a result, local communities, small and medium-sized enterprises and regional partners are involved in specific programs dedicated to the creation of efficient ecosystems.

By winning the award we can invest in more projects like this, be able to scale this solution to other states or solve new challenges in the packaging industry or electronics. The objective will be to promote the circular economy in Brazil by bringing education to the population and promoting sustainable development in line with the Sustainable Development Objectives.

Our solution is the proposal of a new circular business model where the entire production chain will be taken into account to be sustainable. By winning this award we can promote the inclusion of more women in the joinery by promoting the creation of local businesses with social fairness

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