The first pop-up store for Pentatonic, the newly launched homeware company set to reshape the furniture industry, has opened following a collaboration with retail creative specialists, LuckyFox. The new company with a simple but revolutionary mission –to turn our trash into beautiful homewares –tasked LuckyFox to transform the 3,000 square foot empty space in the heart of Shoreditch, East London into a gallery style showroom. This is the public’s first opportunity to touch, feel, build, try and buy its products in person.
Bringing the pop up to life but staying true to Pentatonic’s sustainable ethos was vital for the build. Each item in the pop-up showroom built and installed byLuckyFoxis reclaimed, recycled, recyclable or reused from previous projects where possible, or built with the most environmentally friendly materials available. A central focal point for the pop-up is a ‘trash fountain’ installation, sculpted from almost a thousand trashed water bottles –kindly donated by the much-loved East London musical institutionand night club, fabric.
The piece spans six metres wide across the contemporary retail space, working as a reminder of the human annual plastic bottle consumption, which is set to exceed half a trillion by 2021. Painted across the entire frontage of the Pentatonic store is a breath-taking artwork by the British street artist SHOK-1, revered for spray painting unique X-ray art on walls around the world. This latest piece, featuring the iconic x-ray hand and crushed can, is meticulously painted with subtle layers of delicate detail as a nod to today’s hyper-consumption and waste.
Inside, there are signature piecesfrom Pentatonic’s revolutionary AirTool range –a modular line of chairs and tables made from plastic waste, alongside with recycled glassware and soft furnishings made from plastic. Pentatonic has collaborated with Starbucks, hosting a bar in their Shoreditch store –made from the chain’s own waste plasticsand paper cups -offering coffee in return for donations to the charity, Clean Up Britain.
Also on show in the bar is their recreation of Starbuck’s own iconic ‘Bean Chair’, made entirely from upcycled plastic waste. For LuckyFox, partnering with a brand so committed to its sustainable mission meant attention to detail was of paramount importance. The creative team at LuckyFox savoured the challenge that came about with sourcing the most environmentally-friendly materials available and salvaging waste materials from other events to bring them to life as something completely new for the brand.
The brainchild of Jamie Hall (former Levi’s UK head of marketing) and Johann Boedecker (a German-born marketer), the retail brand hopes to reshape the furniture industry and Starbucks are already partnering with them to recreate all of their iconic ‘bean chairs’. Lucky Fox built the entire 3,000 square foot gallery style showroom in Shoreditch (open now until the 12th October) – which includes a ‘trash fountain’ installation, sculpted from almost a thousand trashed water bottles, and commissioned artwork by British street artist SHOK-1.
Design: Lucky Fox
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