We’ve always wanted to create a Christmas experience for a great brand in one of London’s most iconic spaces. So we were thrilled when DRUM invited us to be their Brand Experience partner on a bespoke Christmas tree installation for Habitat. We took the opportunity to invite our favourite London Market – Spitalfields to host the spectacular tree & experience..
Adorned with gold, silver, white and clear baubles, encasing Habitat products within, the tree aims to spotlight Habitat’s range of thoughtful, design-led and affordable furniture and homewares whilst spreading Christmas joy with a serotonin hit of spectacle and awe.
Located at Spitalfields Market along the entrance of Market Street, the tree stands at a mighty 6.5 metres tall and will delight shoppers until the 1st January. If you’re passing by, take a pic and enter the competition where you can win a £5k merry makeover courtesy of Habitat. There will be product giveaways this Saturday 23rd and Sunday 24th too.
We embraced the Habitat tree brief, engaging our mantra – recycle, upcycle, strive for zero waste and invited setWorks – specialists in sustainable high-end installations on board as our most excellent production partner.
The tree was built using Perspex and steel – both sustainable and able to be endlessly recycled. The floor vinyls will be disposed of by converting them into fuel, while our Carbon emissions will be offset via our partner Ecologi. And as we’re believers in upcycling and social impact for brand legacy, some elements will also have an afterlife:
· The Habitat products will be gifted to YMCA – a Spitalfields charity partner.
· One bauble and mirror will be repurposed into a BFG memorial for a pupil from a local primary school who passed away. The memorial will be part of the school library which we turned into an immersive rainforest for them. (Watch this space or more on this pro bono project).
· The large Perspex baubles will be repurposed by artist and designer, Jack Irving well known for creating pieces for Lady Gaga.
· All LED lights will be upcycled
Safe to say that no part of the tree or floor vinyls will end up as landfill as a result of the experience.
We’re very proud our beautiful tree has been warmly received by its East London audience, with survey results showing 86% of people would be much more likely to shop Habitat and the tree made them feel joyful, festive and excited. While as a brand, Habitat was seen to be creative, elegant and care about the planet.
We’d like to thank the wonderful DRUM team for inviting us to be a part of this epic project. A huge thanks to the talented setWorks team for their high quality fabrication and great partnership in making the tree. And last, but not least, the incredible Spitalfields Team who have been fabulous to work with.
Special thanks to:
THE DRUM TEAM
Jana Scholtzova, Spitalfields
Paul Collier, Spitalfields
Andy Turnbull, setWorks
Richard Eustace, setWorks
Jez Clark, Beautiful Wonder
Christina Bull Nielson