Retail Design Expo
Retail Design Expo

EKOCYCLE™ at Harrods

EKOCYCLE™ at Harrods is a new and innovative collection of clothing and accessories available from iconic London store, Harrods. The product range includes menswear, womenswear, accessories and shoes, and boasts labels which included the likes of MCM, Globe-Trotter and H Brothers, amongst others.

The EKOCYCLE™ brand is the brain child of celebrity music artist and producer will.i.am, who has worked on the project in collaboration with soft drinks specialist, The Coca-Cola Company™. The sustainable collection was conceived as a positive brand initiative, designed to encourage the creation of products made in-part from recycled materials, and is sold in store and online at Harrods.

EKOCYCLE™ is an informative and fashionable brand which helps consumers to understand that yesterday’s waste can be recycled to become the products of tomorrow. The stylish collection highlights on-trend fashion, with a strong focus on both desirable and practical clothing.

Speaking about the brand, will.i.am, said:
“With the EKOCYCLE™ brand, I’m on a mission to educate and inspire consumers around the globe to seek out more sustainable lifestyle choices that will ultimately play a part in the movement toward a world with zero waste.
“By making products that contain recycled materials more attractive to both businesses and consumers, everyone can do their part to keep the cycle going to turn discarded waste into cool, new items. The Coca-Cola Company™ shares this vision and together working with local communities worldwide we are showcasing the greater value of recycling, as well as selecting products that feature recycled materials.
“I’m honoured to introduce the EKOCYCLE™ brand to the UK at Harrods and unveil a new group of ‘upcycled’ stylish and fun lifestyle products made partially from recycled materials.”

Beats by Dr. Dre® and New Era® were the first brand partners to join the EKOCYCLE™ brand initiative, with other high-profile names such Adidas, Misfit and Telecom Lifestyle Fashion, following shortly after.

Bea Perez, Vice President and Chief Sustainability Officer for The Coca-Cola Company™, said:
“The EKOCYCLE™ brand initiative is a platform that aligns with our vision of zero waste and our focus on sustainability.
“Together with will.i.am, we are promoting recycling in a unique way with other well-known brands to create lifestyle products that consumers worldwide desire. Today’s generation of young consumers represents an active force and the EKOCYCLE™ brand aims to be a driver in rallying their support and efforts around a global sustainability movement.”

Situated on the third floor of Harrods, EKOCYCLE™ made its debut in March 2015. The collection is presented via a clean, bright layout with products set out on wall displays and feature units. The display makes use of space to allow each product line to stand out by itself; ensuring customers can take a close look at the range with clearly defined areas throughout.

Annalise Fard, director of Home at Harrods, said:
“At the forefront of luxury retail, Harrods is the ultimate launch-pad for cutting-edge brands. The introduction of the EKOCYCLE™ brand to Harrods Third Floor highlights our commitment to offering customers the most innovative and luxurious products from around the world, paired with our desire to promote and support brands who are producing sustainable luxury goods.”

Located on Brompton Road, London, Harrods is the world’s most famous department store, showcasing some of the most sought-after designer fashion, luxury gifts, food and accessories. The store was founded in 1834 by Charles Henry Harrod and remains today an icon in retail.
For further information about EKOCYCLE™, please visit: www.harrods.com/brand/ekocycle.
79 Group

79 Group is a leading supplier of lighting, electrical and mechanical services for the retail, commercial and public sectors. Overseen by company directors Nick, Alex and Owen Claridge, 79 Group has the capabilities to design, manufacture and install all services to provide a full turnkey operation.
The company consistently deliver projects to a range of clients including Arcadia Group, Office Shoes, Barclays, Selfridges, Stella McCartney, Watches of Switzerland, TM Lewin and many more. Most recently, 79 Group was involved in the prestigious Ekocycle project at Harrods.

Appointed by design consultancy, Ink Associates, 79 Group were awarded the innovative project. The Group’s M & E division was responsible for the full mechanical and electrical design package and electrical installation, including all lighting, data, interactive elements and installation of the delicate and complex light canopy.

Claire Forrest, 79 Group, said:
“We have a successful relationship with Ink Associates, having worked closely on a number of prestigious retail projects with their talented team. They trust our designers to deliver their exact brief to the highest standards and also understand 79 Group’s ethos.
“Will.i.am and The Coca-Cola Company have collaborated to launch Ekocycle to motivate brands and people to make sustainable living cool. This approach is extremely important to us, for despite the professional focus of 79 Group, the company offers more than a passion for innovation and service.
“Environmental awareness pervades the very heart of our business, with green technologies and sustainable design ever at the front of our minds. The environmental, sustainable and innovative elements of Ekocycle appealed to our culture, making it a project we very much wanted to be a part of.”
Claire added:
“79 Group dominates the industry niche of offering an end-to-end lighting, electrical mechanical design, manufacture and installation service. We have an enviable list of prestigious clients who realise this integrated approach drives up sales while delivering cost and time management savings time and time again.”

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