Upcycling is not only a trend but a development that contributes significantly to sustainability. The Henkel brand Pattex took up this theme together with STAGG&FRIENDS and developed “The Upcycling Shack” – a mobile pop-up workshop designed to appeal to as wide a public as possible under the motto: “Make new from the old”.
The aim of the promotion was to establish the brand for personal projects and to present the variety of products in practice. During the live workshops, value was therefore added to everyday items with Pattex products. Experts from the DIY Academy provided advice and information about the world of adhesives, gave usage tips and inspired joining in with useful DIY hacks. Together objects were rescued, kitchen utensils and birdhouses were built and old textiles given a second lease of life.
The campaign was supported by snippets of advice on the social media channels of Henkel and by influencers such as Ana Johnson and Mr. Düsseldorf. The workshop instructions continue to be available online. Attention was paid in the constructional design to sustainable solutions, largely upcycled furniture, as well as inclusion and disabled access.
After two test campaigns, “The Upcycling Shack” went on a tour of Germany the year after. The further development of the concept is envisaged through an extension to retail spaces, as well as cooperation with sustainable local partners.