Newly launched homeware company, Pentatonic has opened its first pop-up located in Shoreditch. Set to reshape the furniture industry, the brand is the brainchild of Jamie Hall, former Levi's UK head of marketing. It's aim is to turn our trash into beautiful homewares. The 278 sq m gallery style showroom has been designed by Lucky Fox and includes a ‘trash fountain’ installation, sculpted from almost a thousand trashed water bottles, and commissioned artwork by British street artist SHOK-1.
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 key design feature in the pop-up is a ‘trash fountain’ installation, sculpted from almost a thousand trashed water bottles – donated by the 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 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.
Pentatonic has collaborated with Starbucks, hosting a bar in the Shoreditch store, which is made from the chain’s own waste plastics and paper cups. The brand is offering coffee in return for donations to the charity, Clean Up Britain. Also on show in the bar is Pentatonic's recreation of Starbuck’s own iconic ‘Bean Chair’, made entirely from upcycled plastic waste.
'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,' says Jason Traves, cheif executive officer at Lucky Fox.
Jamie Hall, Pentatonic co-founder and CMO, says: '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.'
The London pop-up on Chance Street, Shoreditch is open daily from 12pm-7pm until 12 October 2017.