Summarize and humanize this content to 2000 words in 6 paragraphs in EnglishAmerican writer Ernest Hemingway’s pared-down style profoundly shaped 20th-century prose and immeasurably influenced every writer who followed him. A writing technique coined by Hemingway himself, the iceberg theory is rooted in minimalism–the deeper meaning of a story should not be visible and graspable on the surface but should shine through implicitly instead. Analogously, upon first glance, Australian company Zeoform’s Iceberg Collection pulls you in with palpable layers of structural finesse, raw intensity, and distinct elegance. And yet, that’s only part of the story.The Polar Shelf, a standout piece of the introductory collection conceptualized under the Australian company’s interior design studio Home by Zeo, will be on display at the second edition of DesignWanted’s ENHANCE exhibition dedicated to material-driven innovation and sustainability during Milan Design Week 2025. What lies at the core of the Iceberg Collection is Zeoform Micro Pulp, a revolutionary waste cellulose-based material made using only waste paper and water. No glues, no petrochemicals, no plastics: a formula that comes after seventeen years of material research, countless iterations, refinement, eye-opening discoveries, emotional turmoil, and, most importantly, patience. “One of the most pivotal discoveries came when we uncovered the power of fiber entanglement and hydroxyl bonding–a natural process that allows cellulose fibers to form incredibly strong, self-binding structures without the need for glues, resins, or petrochemical additives. Equally eye-opening was the realization that cellulose is everywhere–it’s Earth’s most abundant organic compound, yet so much of it is discarded as waste. Overlooked materials could be transformed into something extraordinary–and with Zeoform Micro Pulp, we’ve proven exactly that,” says Alf Wheeler, co-founder and CEO of Zeoform. At the end of its life, a Zeoform piece doesn’t linger as waste. It disappears, breaking down into soil, ready to start the cycle again instead.Rather than finding the process of starting from scratch intimidating and gruesomely unframeable, Zeoform always knew they wanted to create something radically different rather than come up with a minor improvement. The idea of truly reimagining sustainable materials kept them inspired and going. Wheeler reflects on how the team “refused to rely on conventional composites or adapt existing formulas that still depended on petrochemical binders or harmful adhesives. Instead, we set out to create a pure, natural material capable of outperforming traditional options–without compromise. Through years of experimentation, we unlocked cellulose’s ability to form durable, self-binding structures using just water and mechanical energy. That discovery became the foundation of our core belief: that the most advanced materials should leave a lasting impression without leaving a trace. What emerged was not just a new material–it was a new way of thinking about how products can exist in harmony with the natural world.” Exemplary of precisely that rhythmical presence, anchored by Home by Zeo’s signature dome caps, the Polar Shelf’s structure is defined by an effortless balance, suspending five recyclable and lightweight aluminum shelves between ZeoTubes that appear to delicately pierce through each layer in this way framing an enchanting illusion of weightlessness.As Jesse Bird, who leads research and development at the company with a focus on product design, stirringly sums it up, the Polar Shelf “carries an aura of calm strength and delicate balance. Its presence is sculptural and almost poetic, inspired directly by the imagery of an iceberg gently piercing through another material layer. This idea influenced the entire design–creating a feeling of both tension and effortless poise.” The delicateness and honesty of the Polar Shelf’s internal skeleton are mirrored within its exterior. Characterized by minimalism, its clean aesthetic is a natural extension of the properties of Zeoform Micro Pulp, its core material. By choosing simplicity as a guiding principle, the material’s inherent and structural qualities are highlighted and render its design cohesive and robust.Visually, the colors are formed solely from the plant fibers the company sources and Bird shares how this variability “reflects the material’s organic nature, much like stone, sediment, and weathered textures shaped by time. The natural ivory tones immediately resonated with our design team, making it clear that this should be our first palette. We felt that introducing a pure, neutral mass into the design industry was the most honest expression of our process.”Inspired by sculptural stone, each piece of the Iceberg Collection is crafted entirely from post-consumer paper waste and hemp cellulose without additives or synthetic binders. And so, each product can fully compost at the end of its life, naturally closing the material loop. The circular process also allows for a highly tactile and sculptural approach, where form and texture emerge naturally. “Hand-finishing plays a key role–surfaces are carefully shaped and refined, revealing the material’s distinct coral-textured finish, a result of our innovative additive manufacturing technique, 3D Forming. The interplay between digital fabrication and traditional craft pushes the boundaries of the material while preserving its raw, organic essence,” says Bird. Looking ahead, the team sees Zeoform Micro Pulp, with its unique combination of strength, versatility, and biodegradability which makes it ideal for a wide range of applications, becoming a cornerstone material for industries seeking sustainable yet high-performance alternatives. Felix Wheeler, who leads the company’s business development, describes how the innovative material will “play a significant role in sectors like furniture, interior design, architecture, and product design–areas where durable, aesthetically refined materials are essential. Its ability to be molded, carved, and finished to a high standard makes it a powerful alternative to traditional composites, MDF, and engineered wood products. More than just a material, we see Zeoform Micro Pulp as a driving force in promoting circular design principles–encouraging designers, makers, and manufacturers to rethink how products are created, used, and ultimately returned to the earth.”Through their commitment to pushing the boundaries of circular design and zero-waste materials and passion for creativity, research, and material science, Zeoform is proving that circularity in design is not just an option–it’s the new standard. As the company expands into European and North American markets, it looks forward to collaborating with brands, designers, and innovators to shape a better, more sustainable future and grow into a multidisciplinary platform and innovation hub for responsible design.As if frozen in lyrical motion, the Polar Shelf contains multitudes worth exploring. Marked by its ability to seamlessly blend into any space, the interior piece simultaneously echoes gracefulness and power, a symbiosis found in icebergs. Just as fervently, the Polar Shelf demonstrates Zeoform Micro Pulp’s singular ability to be enticingly sculptural and just as outstandingly functional.The Polar Shelf will be on display for you to truly experience its uniqueness up close at DesignWanted’s upcoming ENHANCE exhibition taking place during Milan Design Week 2025 at BasicVillage, Via dell’Aprica 12, 20158, Milan, Italy.
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