Sustainable Smile
Sustainable is sexy, and we’ve got proof. Ever on the hunt for inspiring and cutting-edge companies, we sat down with Smile Plastics’ designers Rosalie McMillan and Adam Fairweather to find out how they recycle materials to create decorative panels — and in turn reshape the retail landscape.
Rosalie and Adam, wonderful work you’re doing at Smile Plastics. First of all, we are wondering what your panels used to be?
The majority of our materials come from the food packaging, food preparation, medical and automotive industries. We love to explore unusual and unique waste streams particular to our clients too, from bank notes to fishing nets or previous exhibition displays.
What’s the process?
Developed over 20 years, our pioneering process allows us to create the largest panels in Europe using the lowest amount of energy, all from renewable sources. Our unique technology also increases the functional life of the panels whilst maintaining the highest quality end product.
Why is design such a big lever to push sustainability in retail?
Design is the key to all propositions, especially in retail. Sustainability needs to be aesthetically, functionally and commercially appealing. It’s now more necessary than ever to make sustainability the new normal.
Tell us some of the most stunning Smile Plastics use cases so far…
The use of our Classics materials in Ganni stores is always so playful and stylish, a true nod to amazing modern design. Another great project was ‘The Transformer’, a mobile pizza pavilion for large event catering by Rotterdam-based pizza restaurant Old Scuola, where they used our material made from chopping boards and plastic packaging to create a brutally striking and monolithic effect. For Sneakersnstuff Los Angeles, we created a snaking retail display that transitioned in a beautiful ombre effect from purples and pinks, through blues and greens to yellow — all in 100% recycled and recyclable plastic. And close to our hearts in design and manifesto, is award-winning Silo London, the world’s first zero waste restaurant.
How do your materials influence the overall design aesthetics?
The company is a collective of artists and designers first and foremost. Our mission is to make recycled plastic so beautiful that waste material is given new and true value. That’s why the overall design aesthetic is paramount. They are decorative as well as functional panels.
How can sustainable materials contribute to creating a better Point of Sale?
In all honesty, there is no reason for the Point of Sale to not be made of sustainable materials. The market is vast now; there is something to suit everyone’s design aesthetic and functional needs.
What inspired you to start Smile Plastics?
Smile Plastics itself dates back to the early 90s making large scale decorative panels from recycled plastics. The original business closed down in 2010 and then Adam and I took the reins in 2014, evolving the business to its present day.
Adam is an industrial designer with a focus on materials. Prior to heading up Smile he was involved with making a range of decorative materials and products from waste sources over the years, specialising in waste coffee and composite materials. My background is quite different as a jewellery designer/maker and psychologist in business, but we both share a passion for sustainability in materials and using beautiful design to encourage us all to value the materials around us more.
What is the most rewarding part of your work?
The most rewarding part is the creative journey involved in creating custom materials and products for clients. To really get to play with and push the boundaries around what is possible, is always exciting and captures our attention.
What are the biggest challenges of the process?
Consistent supply of particular raw materials can be challenging, but we like to think we’re dynamic and adaptive enough to design to accommodate this challenge.
What does the future of plastics recycling look like?
Bright. Currently, there’s huge momentum in industry and our day to day living to be aware of how we are using plastics and the industrial ecosystem that surrounds them. If not recycled, plastics can be seen as low value and detrimental to the environment. Through design, we can flip the value category on its head, creating high-value materials that people want to be around.
Is there a good example of when you had the challenge to think in alternatives?
During his industrial design degree Adam started designing materials and concepts that could extend the life of the coffee bean beyond the cup of coffee. Over a 4 year period Adam has been involved in making biochar and fertiliser out of spent grounds as well as high value panel materials made from various composites of bioplastics, recycled plastics and coffee grounds. These materials have been used in furniture and fittings as well as in products such as the exterior of a Coffee Machine. The principles behind Smile Plastics demonstrate the mindset of ‘Thinking in Alternatives’: The mission is to change people’s perceptions around waste via innovation — to use art and technology to unlock the hidden potential in recycling, and open their eyes to the unexpected beauty of scrap. In doing so, we hope to engage people in valuing our resources & to throw away less creating material legacies.
Any exciting projects up in 2022?
We are looking forward to having the chance to demonstrate our innovative capabilities through collaborative and bold installations in 2022 — paying homage to single-use materials in reimagined ways. We also feature in a pilot project for a sustainable residential development Orford Mews, London, which is currently undergoing regeneration. The contemporary development will serve as a landmark project for energy-positive, zero waste housing. It is expected to achieve and exceed RIBA 2030 operational energy and embodied carbon targets.
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