How to Let it Grow

By definition, weeds are considered unwanted, harmful and unnecessary. But design duo Gewildgroei – a name which translates as ‘wanted weeds’ – is on a mission to change these negative perceptions. Their product, ‘Living Pavement’, is an open-tile system that enables spontaneous vegetation. With it, they hope to encourage city dwellers and municipalities alike to embrace urban wildlife and swap grey for green. During the Let it Grow Incubation Programme Gewildgroei discovered its talents in entrepreneurship.