Part of Lush’s annual creative showcase, the Naked House was part gallery exhibition and part immersive experience with a message of the problem of plastic pollution caused primarily by the single use of plastic packaging and the limitations of recycling. A five-floor showcase including a tour through the fascinating history of packaging. Naked House tells the story of packaging past, present and future.
To curate, design, produce and install a sustainable brand activation for Lush’s annual creative showcase. Lush’s creative team came to me with a brief to help design some of the floors to this house on Greek street in Soho, London. There was a tight deadline and a lot of packaging information they needed to communicate to visitors.
The window on the building was small and traditional, so I designed some bold, playful type for passers by to grab attention. I also then added some waste facts to the entrance, as well as wayfinding for the rest of the house.
Upstairs they asked for a kitchen scene to demonstrate average household waste facts – so I designed a kitchen set, with packing showing facts and a set of six framed posters for general facts to be communicated.
Poster design Joe Glenister.
I then set about designing a history of packing timeline. I had to convey the message of where materials had come from, how they developed overly many years, and where we are now in terms of technology or naked products. I used a grid system, with bespoke steel shelving and sourced packaging from vintage shops and antique fairs.
Two walls were used to show packing through the ages, and another where to showcase materials. I created a ‘evolution of packaging’ materials tower, with a nod to Donald Judd as inspiration. This displayed each material in chronological order.
Central plinths also showed displays of Lush’s new naked product range – proving that packaging isn’t always needed.