What does this material represent? Project lead Kenichi Hirose, a veteran communication designer with extensive packaging experience, reflects on that question. "There are many things we keep thinking about throughout the development process – sourcing materials, perfecting the design, and planning for post-consumer recycling," he explains. After working on environmentally conscious packaging since the early 2000s, Hirose became increasingly interested in telling the story behind the materials.
"Although Sony has developed many types of environmentally conscious packaging, we questioned whether this work would be enough to establish truly effective recycling,” he said. “The cycle of reusing materials can begin only when consumers make a conscious choice to recycle packaging instead of throwing it away, and we thought the material itself could help inspire that choice. Knowledge can change behavior."
With that goal in mind, Sony launched the Original Blended Material project.

Next, working with packaging company Nihon Houzai, Hirose began transforming these resources into packaging that carries an environmental message. "We had long wanted packaging itself to help raise awareness, so I was thrilled when Kenichi introduced this project," recalls Wang Jian, Deputy General Manager and Factory Director of Nihon Houzai’s Wuxi-based subsidiary.
"While the move away from plastic led us to develop alternatives that address the global demand for recycling and environmental responsibility, not all manufacturers or consumers share this awareness. That's exactly where Original Blended Material can make a difference. Because it tells a story, it can encourage more thoughtful choices all along the chain from production to consumption."
Confidence in the potential of Original Blended Material strengthened the company’s resolve, even though building a new and reliable supply chain required significant effort. Creating packaging may seem like an easy goal, but without guiding precedents, the path was hardly straightforward.
"Pulp mills and printing plants were eager to join with us when we explained why Original Blended Material is appealing,” said Wang. “Many said it was a meaningful initiative with great potential. I saw firsthand how quickly we could shift perspectives on environmental responsibility. That is when I realized that this effort wasn't just about Original Blended Material, but for a brighter future in general."

After extensive testing and the establishment of a production network, Original Blended Material was introduced in packaging for various Sony products. Its use soon expanded to company business cards, stationery, optical disc trays, and more. Still, the project team wanted to go further. "We wanted to reach as many people as possible," says Hirose.
"Our ultimate goal – truly reaching people with the message of this material – meant that packaging was just the start. To give people more ways to discover it, Original Blended Material would go into paper products, boards, and building materials. We saw it as a versatile 'stem cell' material with potential far beyond traditional paper applications."
Despite the challenges involved, developing compressed board made of Original Blended Material marked an important step in broadening its impact. Unlike the lightweight, pliant Original Blended Material paper used in packaging, the rigid compressed board needed to support significant weight. At the same time, a plant-based binder was developed and carefully tested to ensure durability. The team was overjoyed when the compressed board met the required standards.

Once the compressed board became available, the next step in sharing this environmental message was to turn it into furniture and prepare for FuoriSalone. The process required constant experimentation as the team explored how the material could take shape in new forms.
Hirose explains why Sony chose to present the project at this renowned design event.
"There's no better stage than FuoriSalone for what we want to achieve,” he says. “When people see how Original Blended Material defies expectations, their curiosity is sparked. By sharing the journey, from selecting the raw resources to developing the material and expanding its applications, we hope to get direct feedback from designers, manufacturers, and others involved in production as the material continues to evolve."

For this ambitious project, Shiono collaborated with Milan-based designers Setsu and Shinobu Ito. Shiono had actually been discussing the potential of Original Blended Material with Hirose for some time.
"To me, Original Blended Material seemed much more promising than just a packaging material, so I had suggested other ways it might be used in the future,” says Shiono. “Having the opportunity to design with it was wonderful."
Original Blended Material also resonated deeply with the Itos. "Nature has been central to Japanese thought since ancient times,” says Setsu ITO. “Paper is a good example of this because it's a material that's both familiar and full of potential. We felt that developing this furniture could blaze a trail for how paper is used in the future."

"The furniture demonstrates the potential of Original Blended Material," says Setsu Ito.
"As creators, we are always curious about what a material can do and how far we can push it. That sense of possibility was what attracted us most to Original Blended Material.
Shinobu Ito explains that their desire to showcase Original Blended Material in a thoughtful way led them to focus on chairs because they allow people to experience the material directly.
"As modular pieces, chairs influence how people gather and interact. By arranging them in different ways, we wanted to create multiple spaces that invite conversation.

Shiono, meanwhile, wanted to highlight the material’s versatility.
"I envisioned a single piece of furniture that could show the full potential of Original Blended Material, from rigid to flexible,” he says. “That led me to ask Hirose to develop paper cord."
For the team, the furniture became a visible expression of the material’s potential.

As they worked to bend compressed board, develop paper cord, and refine other techniques utilizing Original Blended Material, keeping an open dialogue enabled them to shape the furniture exactly as they envisioned.

Wang oversaw the bending process. "We overcame each hurdle by carefully studying the properties of Original Blended Material and working with its strengths rather than focusing only on aesthetics,” he says.
Shiono says the same philosophy shaped the design process.
"My conversations with Hirose and the Itos kept sparking new ideas,” he says. “I came to see that the material shaped the thinking of the designers just as much as it shapes the final product."
As Shiono suggests, the dialogue Sony hopes this material inspires extends beyond consumers. Original Blended Material has the potential to spark thoughtful conversation among everyone involved in bringing it to life.

The exhibition, “Esquisse: A dialogue with Materials for the Future,” draws its name from the French word for a rough sketch or preliminary plan. This reflects Sony’s vision for how environmentally responsible materials can help shape what comes next. Throughout the exhibition space, Original Blended Material appears in various forms and applications, inviting visitors to reflect on sustainability and the future of the planet.
Hirose hopes the exhibition at FuoriSalone will leave a lasting impression.
"We invite visitors to consider the story behind the material on display. Much work has gone into how it communicates its message. We also hope people will be inspired to support the continued development of Original Blended Material.

Shiono and the Itos share the hope that the exhibition will broaden the possibilities for Original Blended Material.
"These are still very early days for the material, but with so many creative people gathering at FuoriSalone, we hope the exhibition will spark conversations and inspire new ideas,” Shiono notes. Setsu and Shinobu agree, expressing their wish that the exhibition will encourage dialogue among visitors of all backgrounds, from students to established designers and representatives of furniture companies. The designers also look forward to seeing manufacturers routinely use recycled materials.

The conversation surrounding Original Blended Material extends far beyond consumers. It includes product developers, furniture designers, packaging companies, and many others. This story encompasses both the origins of its raw materials and the significant, untold tale of its future applications. While there will undoubtedly be new developments ahead, its ultimate direction remains open.
The next chapter unfolds at FuoriSalone in April 2026, where we will hear visitors’ perspectives and the team’s thoughts on what lies ahead.