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.
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 donated by the much-loved East London musical institution and nightclub, 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 breathtaking artwork by the British street artist SHOK-1, revered for spray painting unique X-ray art on walls worldwide. Inside, there are signature pieces from Pentatonic’s revolutionary AirTool range. This included their modular line of chairs and tables made from plastic waste, alongside recycled glassware and soft furnishings made from plastic.
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 has long proved themselves able 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.”