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Piet Hein Eek always wanted to produce his own products, which is why he chose to stay in Eindhoven after graduating from Design Academy Eindhoven in 1990. However making viable products mostly out of recycled materials was not his original intention but this is now his core business. According to Hein Eek, waste should be treated as gold and the labour and time it takes to transform it as almost worthless. This reversal of the normal production process turned out to be both feasible and profitable. His furniture and other products sell worldwide and can be seen in The MoMA in New York as well as many other galleries and museums. Recently, Piet Hein Eek moved into a huge old factory in Eindhoven, employing around 50 people, most of them craftsmen and began product design collaborations with other companies. Upscaling the business was never a goal, but it turned out to be the perfect way to let ideas grow slowly, with this approach, good ideas don't get wasted.