London, UK – In a pioneering move aimed at tackling plastic waste through visible, local action, design studio Are You Mad has partnered with the King’s Cross estate to unveil ‘DISMANTLED’. This innovative concept store is set to transform a prime retail unit within the bustling Coal Drops Yard into London’s first hyper-local plastic recycling laboratory.
Running from July 7th to July 27th, 2025, the initiative deliberately coincides with Plastic Free July, a global movement encouraging individuals and businesses to reduce their reliance on single-use plastics. ‘DISMANTLED’ is designed not merely as a demonstration but as a fully operational, on-site facility that will convert locally sourced plastic waste into tangible products in real-time.
A New Approach to Recycling
The core concept behind ‘DISMANTLED’ is to bridge the gap between consumers and the recycling process. Traditional recycling often happens out of sight, leading to a disconnect regarding the value of waste materials. By establishing a lab directly within a public space like Coal Drops Yard, Are You Mad and King’s Cross seek to demystify the process and highlight the potential of discarded plastics.
The lab will actively process waste collected from local businesses within King’s Cross and contributions from the public. Visitors will have the unique opportunity to witness the full cycle of plastic transformation firsthand. The facility is equipped to take plastic items, shred them into flakes, melt the material down, and then remould it into new forms. These new forms will range from unique furniture pieces and artistic installations that will populate the space itself, to smaller products available for viewing or potentially purchase.
More Than Just a Workshop
Described as part workshop, part classroom, and part creative playground, the ‘DISMANTLED’ space is multifaceted. Its primary function as a recycling lab is complemented by a strong educational component. Daily hands-on recycling workshops will be offered, catering to a diverse audience including the general public, school groups, community organizations, and businesses. These sessions aim to educate participants on plastic identification, the recycling process, and the principles of the circular economy.
The transparent nature of the lab, allowing visitors to observe every step from shredding to remoulding, serves as a powerful visual lesson on waste reduction and material reuse. This level of engagement is intended to inspire behavioral change and encourage a more conscious approach to consumption and disposal.
Designed for Disassembly
In a testament to its foundational principles, the ‘DISMANTLED’ concept store itself embodies the ethos of circularity. The entire physical space has been deliberately constructed using only upcycled, recycled, or discarded materials. Furthermore, the build is designed specifically to be dismantled at the end of its run, ensuring minimal waste is generated by the temporary installation itself. This design choice reinforces the message that materials have multiple lives and can be repurposed and reused repeatedly.
This venture at King’s Cross builds upon Are You Mad’s previous successful project on Carnaby Street in 2022. That earlier initiative demonstrated the viability and impact of localized recycling efforts, managing to recycle over 20 tonnes of plastic over the course of a year. The ‘DISMANTLED’ project aims to expand on this success, bringing the concept to a high-profile location and increasing public awareness and participation.
Towards a Circular Future
The launch of ‘DISMANTLED’ represents a significant step in showcasing how waste can be a valuable resource when innovative design and accessible technology are applied locally. By turning a retail unit into a dynamic recycling and educational hub, Are You Mad and King’s Cross are offering a tangible vision of a more sustainable urban environment. The project highlights the potential for hyper-local solutions to contribute meaningfully to global challenges like plastic pollution, encouraging visitors to rethink their relationship with waste and explore the possibilities of a circular future.
