The Intelligence of Felt in MaterialDriven’s ‘Pure Oxygen’ Exhibition

Florafelt Pocket Panel at Material Driven exhibition in Barcelona.

In the world of high-end design, materials are more than just components; they are the language of innovation. In November 2021, MaterialDriven—a leading design agency and materials library—curated the ‘Pure Oxygen’ exhibition for the Architect@Work show in Barcelona. Among a prestigious selection of over 300 materials, Florafelt was featured as a standout example of how soft materiality can solve complex architectural challenges.

The MaterialDriven Vision

MaterialDriven, led by partners Purva Chawla and Adele Orcajada, operates at the intersection of design and material science. With hubs in London, Dallas, and Bilbao, the agency serves as a bridge between material developers and industry giants in real estate, fashion, and architecture.

The ‘Pure Oxygen’ exhibition was designed to highlight materials that breathe life into built environments. By showcasing Florafelt, MaterialDriven underscored a shift away from rigid, synthetic structures toward systems that embrace biomimicry and natural intelligence.

Why Florafelt? The Evolution of Vertical Greenery

While many living wall systems rely on heavy plastic grids or restrictive pots, Florafelt introduces a textile-based revolution. It is an innovative building material that prioritizes the biological needs of plants to ensure long-term sustainability in design.

• The Vertical Meadow: Our patented felt system creates a "vertical meadow," mimicking the moisture-wicking properties of a moss-covered cliffside.

• Breathable Architecture: Unlike plastic containers that trap heat and moisture, this soft textile is breathable.

• Air Pruning Intelligence: In a traditional pot, roots circle until they suffocate. In the Florafelt system, roots seek oxygen naturally and "air prune"—stopping at the edge of the felt to create a dense, healthy root mass rather than a tangled one.

Florafelt Pockets planted with ferns and grasses. Designer: Living Green Design.

Florafelt shown with other innovative materials at Material Driven exhibition in Barcelona.

A Global Stage for Innovation

Following the kickoff in Barcelona, the MaterialDriven collection traveled to Madrid and London, bringing the "Intelligence of Felt" to a global audience of architects and developers. This exhibition was a testament to how sustainable materials can provide end-to-end solutions that are as aesthetically stunning as they are ecologically functional.

For the modern designer, the message of the ‘Pure Oxygen’ exhibition was clear: the future of our interior and exterior spaces isn't just about what we build, but how those materials interact with the living world.

"We are proud to see Florafelt recognized by MaterialDriven as a key player in the future of material intelligence. Being part of a curated collection that values market intelligence and sustainable sourcing aligns perfectly with our mission to bring nature back into the urban envelope."