Westminster-based social entrepreneurs, Jeremy Hulse and Sophie-Claire Turner, are challenging traditional views on waste by transforming leftover materials from demolition sites into high-end designer furniture. At the London Design Festival, they are showcasing pieces crafted exclusively from materials salvaged from a nearby construction site, including three tons of premium oak wood. This innovative approach not only breathes new life into discarded resources but also underscores the rich history and untapped potential of these materials.
Collaborating with construction companies at the Museum Street site in Soho, where an old Travelodge hotel is being razed, Hulse and Turner meticulously select and repurpose materials to create stylish and sustainable home furnishings. The duo’s venture, Primia Materia, aims to revolutionize the perception of waste by promoting local reuse initiatives and fostering partnerships between designers and construction firms to bolster sustainability practices and social impact.
According to Hulse, the construction industry’s prevailing practices often prioritize recycling or downcycling materials, resulting in the loss of their inherent qualities. By championing the preservation and utilization of material characteristics, Primia Materia seeks to pave the way for a more conscientious and resourceful approach to waste management within the sector.
Both Hulse and Turner bring a wealth of experience in sustainability, having previously supported climate tech startups before embarking on this ambitious project. Leveraging Hulse’s background in design from the Royal College of Art, the co-founders collaborate with a network of designers to craft bespoke furniture pieces that embody elegance and eco-consciousness.
Post London Design Festival, Hulse and Turner plan to expand their collaboration with designers and construction companies, offering tailored solutions to help firms fulfill their sustainability objectives. By engaging emerging designers in the creative potential of reclaimed materials, they hope to inspire a new wave of sustainable design practices and foster a culture of innovation within the industry.
The abundance of oak wood salvaged from the demolition site serves as a testament to the vast opportunities for creative exploration and experimentation in sustainable design. Hulse envisions these surplus materials as a catalyst for fresh design perspectives, inviting young talents to reimagine and repurpose the available resources into innovative and visually striking creations.
The furniture collection on display at the London Design Festival not only showcases the aesthetic appeal of repurposed materials but also exemplifies the transformative power of sustainable design. Through their work, Hulse and Turner advocate for a paradigm shift towards embracing waste as a valuable resource, urging consumers and industry stakeholders alike to embrace a more mindful and environmentally conscious approach to material utilization.
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