Rethinking the Product is a unique joint venture between design industry professionals from different design sectors with the ambition to create advanced products from new methods. All the companies involved along with the design team and young up and coming designers collaborate their ideas and knowledge to devise new techniques of production away from traditional methods. The project began back in 2008 and this year exhibited some of their creations at 100% Design in London . Below are some of their showpieces! This aluminium lamp is made of LED lighting so it has very low energy consumption. There are a variety of finishing choices and also the lighting can be either colored, cool or warm. The five arms are strategically placed so the lighting is circulated upwards and downwards giving a unique light diffusion with less glare. The Sirio lamp! This unusual sound barrier is also perfect for arranging separate residential settings. It acts as a sound barrier because the panels contain mineral substrate which allows greenery to grow with minimum maintenance. This natural noise filter can also be used in busy cities and urban areas where sound from railways or highways can be muffled. The Green Sonic sound barrier and separator! This highly technical glass mirror amazingly manages a home’s automatic interconnecting network and can be fitted with various accessories including a survey system for bio-metric data, a projector, a search application for lost items and a pomander. This avante-garde item could also be ideal for commercial use. The Foo mirror designed to manage a home’s automation network! These super space saving kitchen units are derived from the original Tuscan grain store and bread making equipment called the Madia. They are ideal for a small living space as these compact products contain everything you need for a functioning kitchen and the usual appliances. The Madia2 space saving kitchen! This textured wall covering is made from Cardato Regenerated CO2 Neutral recycled wool that is produced using an old method that eliminates CO2 emissions. Wall App Kit, CO2 emissions free! This luminous table with glass top was produced with ambient settings in mind and houses metal wings that can be opened to project the light from inside. The Light Box table created for ambient settings! Four years have gone by since ‘Rethinking the Product’ was born. This innovative project has created one hundred prototypes by the same amount of specialist designers and companies from a variety of sectors. Using this conception new partnerships and synergies have originated as well as the creation of unique product lines. Rethinking the Product will continue to create original successful products with a combined effect away from the original methods.