The topic of waste – be it food, packaging, water, ingredient or environmental – has remained an important focus for the food and drink sector throughout the year.
When it comes to slashing packaging waste, my previous blogs have looked at initiatives by the likes of Swedish fruit cider brand Kopparberg and soft drinks giant Coca-Cola Great Britain to raise awareness of recycling. From recycling rigs to stop-motion films, manufacturers, associations and packaging suppliers are finding increasingly novel ways of highlighting the packaging waste problem.
The most recent project I have read about is a collaboration between metal packaging specialist Crown and British fashion accessory brand Bottletop, and it’s certainly an innovative one. As a number of the brand’s products, including handbags, are made using upcycled beverage can tabs, Bottletop has created a bespoke ceiling installation at its Regent Street, London, UK store using thousands of upcycled cans from Crown.
Suspended from the ceiling, the cans have been embedded into a 3D printed lattice structure to form a metal canopy. Metal cans – made from 100 per cent recyclable material – were selected as they reflect Bottletop’s sustainable approach.
Matt Twiss, marketing & business development director, Crown Bevcan Europe and Middle East, comments, “To be a part of such an exciting project has been an honour for Crown. We are proud to support Bottletop’s sustainability mission and are pleased that the environmental credentials of metal packaging are receiving the attention they deserve.
“For a ceiling that is silver in colour, it is the greenest we have ever seen.”
As the beverage can is said to be the most recycled packaging format in the sector, its use in this artistic display is designed to highlight the many opportunities to upcycle where creative minds are involved. Another excellent example of sustainable packaging.