From fashion brand to a new product category.
The New Originals is an Amsterdam-based streetwear label founded in 2015 that designs “functional clothes for creatives” Deeply rooted in Amsterdam's local art, music, and nightlife scenes, the brand is famous for its signature "Think out of the Box" motto and its iconic 9-dot puzzle
The New Originals had built its world through fashion. SPACE JUNK initiated the collaboration to explore how that identity could extend into an entirely new product category.
Co-founder Eben Badu proposed a chess set.
From there, we worked together to define what a TNO chess set could be and familiar enough to remain chess, but unmistakably their own.
We explored everything from traditional to experimental chess sets, developing the board, colour palette and pieces around a shared direction: classic, with a twist. TNO's mascot Freddy became part of the piece family, with character sketches developed by their in-house creative Wessel.
SPACE JUNK brought the different ideas and contributions into a complete physical product, leading the design development, 3D translation, prototyping and refinement through to production.
THEN IT GOT BIGGER.
XXL
Sharing the development process caught the attention of OSCAM, who saw the potential for something bigger. Their interest transformed the project from a tabletop product into an opportunity to create an XXL chess set.
SPACE JUNK developed the large-scale concept, defining how the original pieces would translate to a completely different size and physical experience. We brought in the production partners and led the design through realisation.
Outcome
What began as a concept evolved into a transformative experience. The chess sets were celebrated not only as innovative designs but also as recognized art pieces, pushing the boundaries of how 3D-printed products are perceived. Available for purchase on The New Originals' website, they gained acclaim at various chess tournaments. The XXL version became a traveling exhibition piece, showcased at the prestigious 83rd Tata Steel Chess Tournament, the Rijksmuseum, and other events. This project reflects our mission to inspire joy and imagination through creativity and collaboration.
Key Takeaway
For The New Originals, this chess set represented a leap into new creative territory. For Space Junk, it exemplified our dedication to turning dreams into reality and showcased how we transcend traditional 3D printing to create meaningful experiences that connect products with the world in unforgettable ways.