The Moodboard Initiative
By Jesper Wøldike Brandt, 27/03/2025
Advancing green aesthetics together
At a:gain, we’re actively working to make a difference in sustainable construction by collaborating with customers and partners who share our vision: building and designing with circular building products. While the demand for sustainable solutions is growing and regulations are tightening, we still see a pressing need for more concrete action across the industry.
We recognize that the environmental impact of humans extends far beyond CO₂ emissions. That’s why our approach focuses on identifying suitable waste streams - including bi-products, offcuts, and production waste and repurposing them into functional and durable building materials at scale. This not only reduces the demand for virgin resources and the environmental costs of extraction, refinement, and transportation, but also helps avoid waste processing at end of life.
Through this approach, we aim to contribute to a wider spectrum of environmental benefits. In addition to lowering emissions, we strive to reduce freshwater use, limit particulate pollution, avoid the spread of novel entities, and protect biosphere integrity - ensuring a holistic contribution to sustainability.
The moodboard initiative
To bring this vision to life, we’ve launched the Moodboard Initiative: an open invitation to architects, designers, and creatives to reimagine what sustainable design can look like - materially, visually, and conceptually.
Here's how it works
Create a moodboard using only materials based on direct reuse, bio-based sources, or recycled resources.
Include at least three samples from a:gain, combined with samples from other sustainable producers such as Fischer Lighting, Gamle Mursten, Søuld, EGE, Kvadrat Really, Mater, Wehlers, Holmris B8 Recrafted or similar.
Submit high-quality photos of your moodboard along with a short explanation of your approach and reasoning behind the material choices.
By transforming what is typically considered waste into beautiful, purposeful design tools, the initiative reflects our broader mission: to reduce environmental degradation and empower creative solutions through circular thinking.
Selected moodboards are featured here on the a:gain Journal and on our social media channels - with full credit to their creators.
What we’ve seen so far
The first moodboards we’ve received demonstrate a bold and inspiring blend of sustainability, creativity, and craftsmanship. From poetic uses of reused timber and upcycled composites to innovative applications of bio-based fibers, these contributions reveal the untapped potential of materials often overlooked in traditional design processes.
Each moodboard is a reminder that sustainable materials don’t require aesthetic compromise - they offer new visual languages and tactile narratives that shape how we build, furnish, and imagine the spaces of tomorrow.
Introducing the first contributions
We’re proud to kick off the initiative by presenting the first three moodboards - created by forward-thinking design studios who share our ambition to move the industry in a more sustainable direction:
GXN - Designing through circular principles
GXN explores the aesthetic potential of sustainable materials through three lenses:
Biogenic materials: Combining sustainability with richness in form and feel. These materials challenge luxury’s traditional image, showing that beauty arises from conscious use and circularity.
Upcycled materials: Celebrating imperfections and embedded stories. GXN sees upcycling as an artform that redefines high-end design with responsibility and creativity.
Recycled materials: Embracing transformation. Recycled content is seen as both a practical and poetic choice - offering texture, depth, and a clear link to a regenerative design approach.
Their moodboard expresses a sophisticated language of durability, history, and a future-minded aesthetic.
Over Byen Arkitekter - Building with what we have
Over Byen works holistically with architecture - past, present, and future. Their moodboard reflects their core belief: that sustainable development begins with using the knowledge and resources already at our disposal.
Where new materials are introduced, they are selected deliberately and responsibly. The palette speaks to continuity, contextual sensitivity, and thoughtful restraint - reinforcing the idea that great design doesn’t demand excess, but care.
Spacon & X - Letting materials speak
Spacon & X embraces an honest and expressive material approach. Their philosophy: sustainable materials are not substitutes - they carry their own identities and should be used transparently, without concealment.
Their moodboard is a tactile and visual journey, built from a richly layered selection of materials:
a:gain materials:
Nærø acoustic absorber
Fusø draughtmaster tabletop
Hjelmø end grain brick flooring
Additional sustainable materials:
Samples from Natural Material Studio
Søuld acoustic mats
StoneCycling bricks in “Black Pepper” and “Ginger”
StoneCycling corn wall tiles in dark blue
Reused cast tin from Lintex production
Organoid moss (light green)
Kvadrat Really (cotton cream)
Ecological needle felt (natural dark)
Ecological hemp jersey (off-white)
Linolie satin oil on solid ash
Upcycled French baking cloths, naturally dyed
Sonaspray acoustic panel (grey)
The result is a composition of colour, tactility, and bold material honesty showing how sustainable choices can lead, rather than follow, in the design process.
Get involved
Are you ready to contribute to the green transition?
Send us your moodboards and become part of the movement to redefine design through sustainability.
👉 Submit your moodboard to sales@again.dk.
Together, let’s shape a greener, more beautiful future - one material at a time.
