In 2050, the global food system must be able to feed ten billion people—sustainably, fairly, and within the limits of our planet. It’s a challenge of unprecedented scale, but one that can be met through radical collaboration. And that collaboration begins with space.
Project Name: Food Valley
Studio Name: AMORV
Location: Gelderland, Netherlands
Status: Built
Image Credits: Stijn Poelstra
That’s why Foodvalley NL chose to settle in the Plus Ultra II building on the Wageningen University & Research campus: a hub designed to host a wide range of organisations—startups, scale-ups, corporates, cluster organisations, and research teams—all working together on the urgent challenges of our time. A mini-ecosystem for system change.
But Foodvalley NL needed more than just an address. They needed a space that matched their evolution: from a network organisation to an innovation accelerator. From connector to catalyst. That transition called for a spatial concept that not only reflected their values, but also supported their way of working.
Designing from the inside out
AMORV – space to be, was asked to create this space—and given just 3.5 months to do so. Rather than beginning with furniture plans or floor layouts, partner Jamie van Lede began by asking questions. “I never design for averages,” Jamie says. “Not for 1.8 children and 2.3 lease cars. I want to understand the DNA of an organisation. What drives them? What do they believe in? What are they becoming?”
That deep dive quickly led to the guiding metaphor: the swarm. Foodvalley operates as a network of actors all moving toward a shared goal, but each following their own unique path. That insight inspired a spatial layout defined by organic forms: zones flow into each other, boundaries are suggested rather than imposed, and pathways remain flexible and open. The result is a workspace that invites movement, dialogue, and discovery.
Nature, waste, and wonder
Since Foodvalley works at the forefront of the agri-food transition, the interior needed to reflect those values. Circularity and bio-based innovation became the leading principles. Nearly every surface tells a story:
- Walls made of spent coffee grounds
- Wallpaper crafted from mown alpine meadows
- Countertops pressed from textile industry waste
- Acoustic panels from Dutch poplar wood and recycled PET
- Floors woven from goat hair
- Chairs made of artichoke fibres
- Lamps folded from cardboard
- Tables and art objects grown from mycelium
Not all materials discovered during the process made it into the core design—yet they were too fascinating to ignore. That’s why a material showcase was created at the entrance, displaying tiles made of seaweed, upholstery from coffee, and experimental prototypes from eggshell, cork, and bioplastics. This cabinet of curiosities invites visitors into the world of innovation that Foodvalley embodies.
Visual identity meets spatial identity
The collaboration didn’t stop at materials. Artist David Smeulders was invited to design custom acoustic panels, using recycled felt and referencing organic patterns found in nature. These forms were then mirrored in Foodvalley’s branding, creating a subtle but powerful integration of visual and spatial identity.
A space that moves with you
No part of the interior is static. Freestanding elements, flexible furniture, and open sightlines allow teams to work, meet, and grow as needed. Whether brainstorming, prototyping or presenting—this space adapts to the rhythm of its users. It’s a living, breathing environment for a living, breathing mission.
The result?
A bold, biobased, and behaviourally intelligent workspace. A physical expression of Foodvalley’s role in transforming the food system: unexpected, curious, connected—and always in motion.
