Designed to outlast design

Aloop is a new Danish interior design company, blending the strength of aluminum with Nordic minimalism.

Challenge
The interior design industry promotes frequent updates to stay trendy, leading to overconsumption and waste. Many materials are not sustainably sourced, are energy-intensive to produce, and non-biodegradable. Aloop (formerly Alufit) approached Hatch & Co to create a Nordic interior design brand using excess materials from their B2B aluminum business. The challenge was also to help the owners find investors and create effective marketing to boost awareness and sales from the webshop.

Solution
Hatch & Co developed Aloop, a brand rooted in the company’s DNA, bold vision, and insights into Nordic consumers. Collaborating with award-winning Holscher Design and Metalwo, they created the Dot™ system, the foundation of their collection. The goal was to design, manufacture, market, and sell 100% recyclable aluminum design icons for every room, crafted in Denmark. Aloop aims to redefine great design with timeless, versatile, and sustainable pieces to meet the growing demand for Nordic design.