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Red Bull - RE Design Award

Red Bull at Fuorisalone 2014 with "Yes, We CAN": three dynamic installations in Zona Tortona dedicated to design and sustainability

The “Yes, We CAN” project is the winner of Red Bull’s Re Design Award: Reduce, Renew, Redesign, organised in collaboration with

Design, fun and sustainability: Red Bull, which has always been the energy drink par excellence, is taking part in Design Week 2014 with the “Yes, We CAN” project by VS² – Versus Studio (Nicole Sassi, Paola Scottini, Sofia Vavassori and Michela Vado) winner of Red Bull’s Re Design Award: Reduce, Renew, Redesign, promoted in collaboration with Objective: to draw young people’s attention to the theme of recycling cans, directly involving them during Milan Design Week.

The winning idea combines creativity and interactivity: with three dynamic installations positioned in streets that have come to symbolise the Fuorisalone (in Via Tortona 23, Via Tortona 27 and Via Savona 7 to be precise), “Yes We CAN” proposes an alternative method of collecting cans of Red Bull – Red Edition – an average of 130,000 cans will be distributed free of charge and consumed during Design Week – by using a vertical collector which, through an interplay of empty and filled spaces, allows cans to be inserted at different depths. The reliefs produced by the cans will form different designs in each of the three locations. In this way, by interacting directly with the installations, consumers will create a collective live performance, and will thus become involved in the creation of a global work dedicated to recycling.

Having always been attentive to the issue of sustainability, this initiative confirms Red Bull’s continuing commitment to environmental protection: from the production cycle – it’s worth noting that today 80% of the energy used in the company’s production processes already comes from renewable sources – up to consumption of the product. The initiative represents an original way of disposing of the cans that are consumed in large quantities during Fuorisalone Week; in this sense, “Yes, We CAN” is a solution that is both practical and creative.

The project was named the winner from a shortlist of five finalists by a jury comprising Matteo Ingaramo (Director of, Andrea Zilioli (National Field Marketing Manager at Red Bull), Emanuele Melloni (Marketing Manager at Red Bull), Marco Sammicheli (Director of ZERO Magazine) and Stefano Castiglioni (Professional Designer, representing the Association for Industrial Design – ADI).

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