The Future is Rubbish – New homeware brand launches first pop-up

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, Lucky Fox.

The new company with a simple but revolutionary mission – to turn our trash into beautiful homewares – tasked Lucky Fox 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 by Lucky Fox is 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 institution and 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 pieces from 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 plastics and 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 Lucky Fox, partnering with a brand so committed to its sustainable mission meant attention to detail was of paramount importance. The creative team at Lucky Fox 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. “Lucky Fox feel incredibly honoured and excited to be involved in the start of something that we believe is set to radically revolutionise the way the industry design and create furniture, fixtures and environments in general. Not only does it hold countless opportunities for domestic interiors, but also has the potential for high street brands to make store environments out of their own waste to increase sustainability. I loved that the Starbucks counter in the pop up is made of tiles created from Starbucks own recycled cups. It looks great and the story around it is fantastic! “It feels like Pentatonic are starting a design revolution that could solve the world’s problem with waste and the environment – and we are proud to have played a part in it.” Jason Traves, Chief Creative Officer at Lucky Fox.

Jamie Hall, Pentatonic co-founder and CMO said of the collaboration: “We wanted to make a dynamic first impression in London and so we only wanted to work with Lucky Fox. Lucky Fox have long proved themselves to have the ability to translate brand DNA into creative and immersive experiences at retail. Jason and the team understood our brand immediately and delivered over and above on our brief to show London that the future is rubbish.”

www.luckyfox.uk.com

www.pentatonic.com