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Using materials, making products and then discarding it again is a waste. And also unnecessary. NS wants to limit the use of new raw materials as much as possible and wishes to use the raw materials that already exist for as long as possible. That is why NS and its partners are producing products from recycled train materials. Think of notebooks made of travel information signs, an emergency brake or meditation cushions made from old train seats upholstery. All these items - and many more - are sold in the Upcycle Shop; a cool pop-up shop at Utrecht Central Station. The past years, The Groundbreakers had the honour to organize the production of the Upcycle Shop for NS. A high-impact brand activation that not only gave materials a second life, but also created awareness.

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