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Patagonia

September 2018

Context

EYELEVEL and ECOR recently formed a strategic partnership around their shared vision to co-create circular retail environment solutions, and the first results of the cooperation have been facilitated by Ventura, CA-based outdoor retailer and environmental champion, Patagonia.

EYELEVEL’s heritage with retail experience design coupled with ECOR’s sustainable core material promised to yield retail products including point-of purchase and point-of-sales displays, cabinets, signage, luxury packaging, and merchandise materials. This collaborative portfolio enables brands to design and develop waste-free store concepts that are fully recyclable and circular at the end of their use.

Ben Jensen, EYELEVEL’s Director of Design & Innovation shares, “The future of retail is circular. It’s incredibly rewarding to know that our purposeful partnership with ECOR has been validated with Patagonia’s forward-thinking spirit and action. We’re eager to keep collaborating with other visionary brands to realize their sustainability dreams.”

Challenge

EYELEVEL was approached by Patagonia to re-think the materials used in their Summer 2018 Outdoor show booth to be more earth-friendly.

Solution

All medium-density fibreboard (MDF) from the previous booth design was removed and instead 100% bio-based and recyclable ECOR panels were applied, replacing the booth’s core construction, mid-floor fixtures, and all displayed graphics.

Result

The same ECOR material used in the booth is now being upcyled as a permanent retail fixture base in stores, and now a full line of said fixtures is being rolled out across greater Europe. The initiative also inspired a circular graphics prototype program where seasonally-run campaign signage made of ECOR can be sent back to EYELEVEL for recycling, reproduction, and re-use in subsequent efforts.

“Patagonia is proud to be at the forefront of this circularity-in-retail movement alongside EYELEVEL and ECOR.” Alberto Zanini, Patagonia’s Visual Merchandising and Design Manager for Europe, oversaw this project’s development. “As we pursue creative ways to be easier on this planet while preserving the connection that we have to it, we urge like-minded brands to follow suit. Physical retail environments are not going away – dedicating ourselves to solutions like this is how we make change.”

This project serves as a proof of concept for the future of sustainable retail. Many brands with a brick-and-mortar presence are searching for environmentally-friendly alternatives and sustainable practices. By designing both processes and products with circularity in mind, brands will be able to extend their sustainability goals into the build environment.

ECOR’s Corporate Director of Circular Economy, Eric Logtens, is excited to have been so instrumental in this project. “This is a rare opportunity for three organisations that are all committed to creating positive environmental change to join forces and expertise. Merely showcasing the possibilities of constructing a beautiful booth from non-toxic materials, thereby offering a viable alternative to MDF, would have been a great merit in itself,” says Logtens. “But contributing to Patagonia's value case, story and help reduce its carbon footprint truly allows for ECOR's 'all-in-one' approach of enabling others to reach their circular economy ambitions.”