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Tokyo-based contemporary design studio we+ recently presented its thought-provoking “SO-Colored” project at Galleria Rubin during Milan Design Week 2025, and it has got us thinking about the untapped potential sitting right under our noses.

While most of us associate algae with that green film on neglected swimming pools, we+ have uncovered something far more intriguing. Their collaboration with Algal Bio Co., Ltd. explores microalgae as a sustainable colour source, and the results are quite incredible.

The project challenges our preconceptions about these ancient organisms. Microalgae, which first appeared around 2.7 billion years ago, don’t just produce the predictable green we expect. Depending on species and growth conditions, they can generate vibrant reds, yellows, and blues that are unlike anything else in the natural world.

Founded in 2013 by Toshiya Hayashi and Hokuto Ando, we+ has built a reputation for research-driven design that questions conventional approaches. Their latest project continues this trajectory, blending powdered microalgae with naturally derived resins to craft objects that showcase these unexpected natural hues.

What makes “SO-Colored” particularly relevant is its timing. As the design industry grapples with sustainability challenges, we+ presents a practical alternative to synthetic colourants. Microalgae are already being researched extensively for CO2 absorption, alternative energy, pharmaceuticals, and functional foods—adding colour applications to this list feels like a logical progression.

 

 

The studio’s approach is methodical rather than flashy. They’re not making bold claims about revolutionising the industry; instead, they’re quietly investigating possibilities through careful material experimentation. This measured approach reflects their broader design philosophy of establishing “a close coexistence with the natural and social environment.”

we+’s work has earned significant industry recognition, and their pieces are held in the Vitra Design Museum collection. “SO-Colored” continues their trajectory of presenting self-initiated research projects that later inform commissioned work across R&D, installations, and product development.

While microalgae colours might not replace conventional pigments overnight, projects like “SO-Colored” demonstrate how design research can uncover overlooked opportunities. In an industry often fixated on the next big trend, we+’s patient exploration of microscopic organisms offers a refreshing perspective on where innovation might actually emerge.

The project raises intriguing questions about the materials we overlook and the colours we take for granted—the kind of thoughtful investigation that moves design forward.

 

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[Images courtesy of we+.]

 

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