American label Coach launched their new collection, Coachtopia, in a temporary store located in the Wonder Room at Selfridges in London. This collection is crafted from reused leather bags and recycled materials and strives to combat fashion’s linear system of product production, where most items end up in landfill. As part of the launch, Studio XAG, a B Corp-certified retail experience agency, was commissioned to construct the space, which features a modular display system composed of recyclable elements that slot together. To adhere to the collection’s “circular from the start” ethos, Studio XAG employed a series of approaches to build the store, implementing repurposed neon flex, recycled leather scraps, and Ecoboard – a material made from agricultural waste.
Where possible, they also chose materials that could be reused and recycled at the end of their lifespan. The neon signs included in the space were formed using pieces of neon flex which would typically be discarded. To create a sustainable lighting solution, a lighting manufacturer was contacted and requested to hand over offcuts from prior projects that could then be connected into the signs. The furniture and display units at the Coachtopia store are covered with reconstituted leather made from cutting-room scraps. Additionally, Ecoboard was chosen in place of MDF, as it does not emit any organic acids into the atmosphere. As soon as visitors enter the space, they are provided with an understanding of what circularity stands for in the future of fashion, through the use of eco-friendly materials and signage.
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