The launch, which took place on 5 March at the new Ekocycle store in Harrods, featured a ten metre-long video wall showing behind-the-scenes footage of Will.i.am taking part in a publication shoot for Harrods magazine.
There was also a gallery of bespoke artworks describing the Ekocycle process, which recycles household products and turns them into wearable and useable items within fashion and design. The main feature of the event was a kinetic floor, which uses movement to generate power.
The original idea for Ekocycle – which was launched in the US in 2012 and uses the word 'coke' spelled backwards – came from Will.i.am, who was inspired to turn waste left behind at a Black Eyes Peas gigs into recycled sought-after objects.
At the event, which was attended by more than 200 press and partners, Bea Perez, vice-president and chief sustainability officer of Coca-Cola, explained the thinking behind the collaboration. She said: "I met Will back in 2009 when he came to me with an idea. Sustainability is at the heart of The Coca-Cola Company and we are always looking at innovative ideas that link the vision of sustainability with our business. This was a great opportunity to bring sustainability and pop culture together.
"The Ekocycle brand is about helping consumers understand that waste can actually be a valuable resource to create desirable lifestyle products."
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