Pass On Plastic pop-up opens in Carnaby

Pass On Plastic, an immersive ocean waste themed pop-up from the Project 0 team with Sky Ocean Rescue, has opened at 20 Beak Street in London's Carnaby. The aim is to raise awareness of the plight of the ocean, and make it a little easier for everyone to say 'I’ll Pass On Plastic'. The store showcases plastic-themed art and sells a limited edition reusable product range designed by 10 eco-conscious and influential celebrities – Kate Moss, Harry Kane, Cara Delevingne, Sienna Miller, Rita Ora, HRH Princess Eugenie of York, Fearne Cotton, Ronnie Wood, Will Poulter and Bob Geldof. The 119 sq m pop-up also features six artworks by food photographer, Tim Atkins, whose work demonstrates how easily micro plastic pollution enters seafood and ends up on our plates. The space was designed by Shed and produced by Black Rabbit London.

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Shed’s design brief was simple: create a temporary store to sell Pass On Plastic products with maximum impact and a singular clear message. Shed's concept was based on ‘Beautiful Provocation’. The design team developed a wallpaper design using imagery of plastics found in the ocean, and this was then used to wrap the entire space, inside and out. The result was a backdrop that was beautifully impactful from a distance and provocative when the content was understood. It is a problem that cannot be ignored. Throughout the space, the plastic debris parts to reveal product plinths, presenting the coveted reusable products as a solution.

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'We're incredibly grateful to Shaftesbury for providing such an incredible venue to allow us to spread the word on the problem of single-use plastic while proving stylish alternatives. Shaftesbury are really committed to being an ocean-friendly estate and have put in a refillable water station on Kingly Court. Our hope is that togther we can inspire huge change for the health of the ocean and ourselves,' says Michele Clarke, director at Project 0.

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Simon Quayle, director of Shaftesbury, owners of Carnaby, adds: 'We are delighted to partner with Project 0 and welcome their new Pass On Plastic pop-up to Carnaby to raise awareness to a global audience of the irgent need to preserve our ocean. The launch supports Shaftesbury's sustainability strategy and we are continually working with our tenants to help create strategies to reduce use of single-use plastic.'

The pop-up will be open unitl 6 January 2019.  Photography: Shed

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