Unreasonable Fellows

Adital Ela

Founder and CEO at Criaterra

Adital is an Unreasonable Fellow. Adital was part of Unreasonable Impact UK & Europe 2022 (Feb - Apr).
I am an industrial designer and impact driven entrepreneur in the field of design for sustainability, specializing in re-engineering the way constructive materials are manufactured and introducing fully regenerative construction products, such as wall tiles and bricks, within a circular economy.
I am founder and CEO of CRIATERRA Innovations Ltd. (www.criaterra.com) and am a senior TEDfellow.
CRIATERRA develops eco-innovative materials that are as strong as concrete, are six times more thermal and yet create a fraction of the environmental imprint. CRIATERRA’s innovative Earth Technologies are scientifically designed to perform in a wide range of applications, embody the vision of a circular economy and are 100% natural & recyclable. At Criaterra we are replacing the conventional firing processes and producing fully recyclable, high performance and practical construction materials.
CRIATERRA is currently launching its biophilic collection of wall tiles (B2B) and is active in R&D for new applications and new products.