Discarded | The World's Most Rubbish Bar
Updated: Jan 13
Updated press release for the launch of Discarded's (William Grant & Sons) premier brand experience activation of 2021. I co-ordinated the communcations, pr, and awards entries.
Final case study:
Discarded Spirits Co., pioneers of the sustainable spirits movement, presents ‘The World’s Most Rubbish Bar’.
For London Cocktail Week 2021, Discarded Spirits Co. is launching a ground-breaking experience that will turn the tide on how we perceive waste.
Taking place at Shoreditch’s ‘The Ditch’ from the 15th– 17th October, the immersive takeover will welcome visitors to experience a new sustainable luxury spirits movement through Discarded’s ‘waste is beautiful’ philosophy.
Delivered by creative agency Space, The Ditch will be transformed into a multisensory experience where waste, taste and purpose beautifully collide. Each day, two of the UK’s most sought-after bars will take over the space and reframe our perspective by repurposing waste from local business to craft sustainable cocktails. World-class collaborations include @lyanessbar x @silolondon, @artesianbarlondon x @evebarldn, and @thenomadhotel x @thegateglasgow.
The venue's centerpiece is a stunning installation created by experiential artist Sally Hogarth, formed entirely from waste collected from UK beaches and from the Artesian and Lyaness bars. The freestanding sculpture will be built entirely of bio-resin and will represent the creative potential in what we discard.
Welcoming audiences deeper into the story behind the spirits, three separate rooms will be transformed to embody the unique constructs of Discarded’s hero products: Sweet Cascara Vermouth, Grape Skin Vodka and Banana Peel Rum.
The experience will see visitors transported through Chardonnay vineyards, Latin American coffee fields and Caribbean jungles by the Discarded Ambassadors – discovering how they transform waste into their delicious Discarded Spirits.
Sasha Filimonov, Brand Manager, William Grant & Sons | 'The World’s Most Rubbish Bar’ is not only showing a new path for spirits and sustainability, but also shedding a new light on how we perceive waste. ‘The waste is beautiful’ concept represents so much of what Discarded is all about; to reverse needless waste, but also challenge perception of what luxury can, and should, mean for the modern consumer. Only by going against the grain can we drive change – and Space are perfectly placed to help us bring that to life.
Sean Kelly, Associate Director, Space | From the start, we knew the idea had to be bold to encapsulate Discarded’s pioneering spirit and stand out creatively. ‘The World’s Most Rubbish Bar’ is a perfect launching point for the next chapter in their story. The Ditch will welcome visitors into the very heart of their brand identity and showcase how far the brand is prepared to go beyond the conventions of the category to create a more sustainable future for the luxury spirits market.