Stadsgrond creates sustainable circular floors from urban residual materials such as clay, sand, and stone. Instead of extracting new raw materials, existing materials are given a second life through a low-carbon, circular production process. The floors contribute to a healthy indoor climate and are designed for intensive use.

During the World Port Days, Stadsgrond tested how visitors responded to different floor types, colors, and finishes, and whether they were willing to pay for circular flooring. The test was conducted using choice and feedback cards, as well as visitor interviews. The results show a clear business case for the floors: 95% of participants preferred professional installation, while self-installation was barely considered. This indicates that consumers want to be completely unburdened, including when it comes to maintenance.

The light, smooth floors proved most popular, while the rough earth floors scored highest on sustainability. Willingness to pay ranged between €45 and €110 per m² including installation, higher than for standard parquet flooring. This points to a market that values quality and sustainability. Interestingly, most interested participants were highly educated and over 50 years old, and the purchase of a new-build apartment was often the trigger for actively searching for a new floor.

Next steps: expand technical testing, for example in kitchens and other high-traffic areas. Launch pilot projects with first customers to gather feedback on performance, maintenance, and aesthetics. Further optimize the finish, including a protective oil that better preserves lighter tones. Use marketing and storytelling to emphasize the circular nature and local origin of the product. Finally, develop a full-service model offering delivery, installation, maintenance, and warranty, allowing Stadsgrond to meet customers’ desire for complete convenience.