Smithfield was a pop-up shop, and I thought it would be wrong to use material that could not be used afterwards. I quickly thought of cardboard, it was cheap, could easily be recycled and had the potential to create interesting and inspiring work within a limited budget.
The feature wall, lights, display units, point of sale and merchandising were all made using cardboard supplied by Romly Cardboard. Everything was made modular so it was easily moved and repurposed for example, to change the shop layout, use at an exhibition of if the pop-up shop moved.
After the shop was closed, every piece of carboard was recycled back to Romly Cardboard.