Wool has long been part of Armenia’s material culture. Today, it also raises questions about resource use, material value, and the role of traditional knowledge in contemporary design. Ani Mkrtchyan and Timothy Straight of Arm.wool join Johan Sidenmark of Sweden’s Axfoundation to discuss how wool can be reimagined through craftsmanship, material innovation, and sustainable design. Drawing on experiences from Armenia and Sweden, the speakers examine how an underused natural resource can find new applications, and how collaboration between makers, designers, and material researchers opens up new possibilities. The lecture invites industry representatives to rethink materials, explore the relationship between heritage and innovation, and consider how design creates value beyond the finished product. Admission is free. Prior registration is required.