TIMBERLOOP CARNABY STREET

PROBLEM
Timberloop is Timberlands' newly launched circular design platform which aims to prevent products from entering landfill. The programme upcycles returned clothing and accessories to give them a new life, either by repairing or recycling the raw materials. 

So how do you build awareness of this pioneering programme in an engaging and meaningful way?


SOLUTION
By taking over Timberland’s Carnaby Street store with an artist activation oriented around the concept of circular design. Kesselskramer collaborated with textile artist Christina Hesford to create a series of recycled carrier bags made from shirts, trousers and shoelaces that otherwise would have otherwise gone to waste.   

In an artist-led workshop, Londoners were invited to get hands on and personalise their own bags using stamps, also made from worn items such as boot soles and buttons.

We broadened awareness and created further spectacles in and outside the store with a window installation and social ads.

Throughout the duration of the activation we set up a canvas of recycled material and asked customers in-store to ‘leave their mark’. Christina used this to sew together a series of exclusive carriers. These formed a window installation, which once taken down, were given away, closing the loop.