“Flexible technologies with the capability of utilising any side stream materials are the new way forward, and establishing them in the standard practices is just a matter of time”, says Jussi Laine, an interior architect at NEMO Architects and one of the recent clients of Fiberwood. He was interviewed for his insights about material innovations and trends in sustainable design in the architectural field.
As Finland’s extensive network of forest-based industries provides ample opportunities to utilise side streams from traditional processes, repurposing them for more sustainable applications is increasingly being explored across fields like construction, interior design, and architecture. This growing interest not only strengthens the circular economy and extends the value of virgin materials but also supports economic growth as more industries discover practical, high-value uses.
Jussi Laine and his partner Maria Klemetti Laine founded Nemo Architects in 2020. Their expertise and specialisation lie in sustainable, traditional building methods. Among other interesting architectural projects, they are probably most known for participating in Habitare Finland, particularly Habitare Materials – a new kind of comprehensive, playful and immersive material library, which Jussi and Maria established together in 2019.
Jussi and Maria have long been drawn to the themes that now shape their professional work:
“Ever since the beginning of our design studies 20 years ago, we have always been interested in materials as well as kept themes like sustainability in design choices close to us.”
Embracing Sustainable Material Innovations
NEMO Architects are on a mission to discover and showcase selections of different materials as well as encourage consumers into conscious, sustainable material usage. Their concept started also getting noticed internationally, and twice already, Maria and Jussi have brought the Habitare Materials with them to the world’s most important design fair – Milan Design Week.
As Jussi was already tuned into forums and channels about sustainability and materials, eventually the algorithm suggested him Fiberwood as well. This startup company shared the values and principles about sustainability and innovativeness in the building industry. The discovery led to Fiberwood being brought into Habitare Materials, as a part of a broader range of ground-breaking materials representing new ways to look at sustainable solutions in buildings and interiors.
Sustainable Innovations Capturing International Attention
“It’s been fascinating to learn about the technology behind Fiberwood materials. Their bold, forward-looking approach to utilising the forest industry’s side streams has been nothing short of inspiring to see in a start-up. I believe their products have strong potential to break through and establish themselves in the building industry.”
And how about the international interest in such side-stream innovations, now that Habitare Materials has also paved the way to Milan Design Week?
“New methods based on circular economy are sparking interest worldwide. There is a certain segment of top designers, architects and companies that serve as trailblazers and are constantly looking for more sustainable solutions, as they add value and bring hope to their projects. Hope also lies in the new generations.”
Flexible Technologies: A Catalyst for Change
The conservative ways are still well adopted into the building industry’s standard practices – sticking to the old ways and practices might seem like a safe, easy option. However, since the issues of nature loss and climate crisis have been recognised for decades, Jussi sees a spark of hope for regained trust in regulations, as well as identifying the increased need to review the unstable, short-term ways.
“The change happens along with people’s attitudes as well as implemented regulations.”
Balancing Old Wisdom with Future Technologies
When practicality and aesthetics meet, and tradition blends with innovation, groundbreaking projects become possible, showing a new way forward. While embracing innovation, Jussi also values traditional wisdom and honours heritage in his work.
“There is an old saying in Finnish, ‘An old trick is better than a bagful of new ones.’ Even though there is a time and need for evolving technologies, I believe that even in a modern society, we would also have a lot to learn about how people centuries ago cherished what they owned by repairing, maintaining, and recycling. The effort put into looking after what is dear to you makes you not want to throw that away.”
For Finland, preserving forests goes far beyond their sentimental value, extending to the long-term economic and business advantages that well-managed woodlands can provide.
“I don’t think the Finnish relationship with nature is any more special than it is in other countries,” Jussi says, when asked about Finns’ relationship with their forests. “But here, we’re surrounded by nature almost everywhere we go, so it becomes a personal connection to many individuals, and forests have become our main industrial product.”
Shifting Mindsets Toward Sustainability
While circular economies, carbon neutrality, and sustainable practices have been topics of discussion among fellow architects and designers in the building industry, Jussi and Maria also discuss these topics with clients in every project:
“Sustainable approach to everything is the cornerstone of our practice.”
“The climate crisis and nature loss are the biggest issues of our time, and everybody must take the initiative to tackle them. As the building industry generates about 40% of the overall CO emissions, there is a lot to do in our field. The role of a designer may be rather limited, but we still try to do our part.”
As the demand and interest for sustainable alternatives continues to grow, Fiberwood exemplifies how innovation can build on tradition by transforming forest industry side streams into modern pulp-based solutions while making the most of the precious materials we have. At the same time, Nemo Architects challenges conventional standards, demonstrating how thoughtful architectural practices can remain rooted in heritage while actively promoting greener approaches.
This is a new phase of design and construction that upholds the aesthetic values that have shaped Finnish design, proving that respect for nature and culture can go hand in hand for generations to come.
NEMO Architects – the Maker of Sustainable Architecture and Design
Written by Wilma Kitti
Photos by Sara Urbanski
About the author: Wilma Kitti is a business student with a global mindset and a creative voice, passionate about advocating for Finnish culture and innovation.
