Waste needs better storytelling
The construction and fit-out industry has become increasingly good at measuring waste. We can quantify tonnes diverted from landfill, calculate embodied carbon and report against ever-growing lists of sustainability KPIs.
But have we become as good at inspiring people to care?
At Love Zero Waste, we believe the transition to a circular economy isn't just a technical challenge – it's a cultural one. If we want people to see waste differently, we need to tell better stories about it.
That's why projects like The Loveseat are important.
Created by award-winning artist Marie Louise and Foils Architects in collaboration with Love Design Studio for the London Festival of Architecture, the sculptural bench transformed discarded oyster shells from Bentley's Oyster Bar into a beautiful public installation in the heart of London.
The project wasn't just about diverting waste from landfill. It was about changing perceptions. Materials that many would have dismissed as rubbish became something people stopped and talked about.
That conversation is incredibly powerful.
For decades, the fit-out and construction sector has largely been led by engineers, contractors and technical specialists. While their expertise is fundamental, our industry hasn't always embraced storytelling as a driver for change.
Artists, designers, photographers, filmmakers and creatives have an enormous role to play in helping society see value where it once saw waste. They can create emotional connections and inspire behaviour in ways that statistics alone rarely achieve.
If we are serious about creating a zero-waste future, we need both the data and the narrative.
Love Zero Waste exists to bring together people from across disciplines, not only manufacturers, contractors and designers, but also the storytellers who can help reshape how we think about materials and circularity.
Because changing waste isn't just about changing what we build.
It's about changing how we see it.
Read the full Love Design Studio story about The Loveseat to discover how hyper-local waste was transformed into a sculptural installation for the London Festival of Architecture.