Jasmine Pradissitto, artist and physicist with new sculpture, Breathe

Business partnership Euston Town has unveiled a climate change-inspired sculpture by artist and physicist Jasmine Pradissitto, on the renowned Camden People’s Theatre at the entrance of Drummond Street, Euston. The innovative material NoxTek, which absorbs nitrogen dioxide from car fumes and transforms it into a harmless gas, signifies efforts to create a green, sustainable neighbourhood led by a community of independent businesses and residents. The installation is part of a wider scheme to reimagine the public realm with bespoke street furniture, new shop frontages and a creative shared garden space.

‘Breathe’ has been installed on the renovated Camden People’s Theatre and will represent the growing conversation around climate change while inviting people to consider its message of galvanising positive action and empowerment. It sits at the entrance to Drummond Street, which is seeing some major changes over the coming year including a reduction in car parking spaces to make room for colourful street furniture, and the creation of a shared garden space. The neighbourhood sits on the Euston Green Link, a walking route between Euston Station and Regents Park which avoids the pollution of Euston Road.

Jasmine Padissitto designed the sculpture in response to London’s pollution and its impact on our environment and climate. She teamed up with Alsitek who have given her exclusive use of their geopolymer NoxTek. The unique sculpture represents a multidisciplinary approach to climate solutions, combining art, creativity and discussion with science and engineering.

The wider regeneration of Drummond Street is being led by Euston Town and local traders as they adapt to a changing urban environment and develop their offer as a food destination. The profound message behind this sculpture will be complemented by a variety of green infrastructure within the neighbourhood, and a garden that will provide shade, biodiversity and a separation from the bustle of the area’s major physical transformation.

Drummond Street has launched it’s new Streatery, as HS2 works pause and the road can be reopened, allowing customers to enjoy al fresco dining, the reduction of cars and a more green and pleasant environment. ‘Breathe’ will have vital significance as a creative representation of the journey our city’s neighbourhoods must make towards sustainability.

Euston Town BID commissioned ‘Breathe’ in 2019 as a part of its Euston Culture Strategy, devised in partnership with MTArt Agency, an award-winning talent agency passionate about the development of public art projects, and supported by Camden Council’s Art Development team.

Georgie Street, head of projects at Euston Town BID said, “Jasmine’s work shows how public art can raise awareness, spark interesting discussions and give people a reason to explore new neighbourhoods. Our partnership with Camden People’s Theatre to introduce this piece is part of our vision for this corner of London — to celebrate its cultural offer, put it on the map for creativity and innovation, and support a unique collection of small businesses.”

Jasmine Pradissito, artist and creator of Breathe said, “Breathe was inspired by our need to inhale, to breathe and to therefore experience a movement of air and freedom. I’m delighted to see Breathe living amongst the beautiful John Nash architecture of North London, hopefully encouraging people to lift their heads, pause and take a moment to breathe it all in.” New work from Jasmine Pradissitto will be featured in Heart of the Matter, a group exhibition presented by Gillian Jason Gallery, opening virtually on 8 March 2021 on www.gillianiasoncom.

Kaya Stanley-Money, Executive Director of Camden People’s Theatre said, “CPT always seeks to engage with the things that matter to our communities. As well as our local community, we work predominantly with artists in the early stages of their careers and climate change is such an overwhelming and urgent issue for our young creatives. We are constantly inspired by the proactive and hopeful responses to the issue that we see presented through performance, dialogue and protest This sculpture beautifully represents where art can meet the climate challenge and encourage even more people to join the fight We are proud to have such a profound piece on our building, as we set to reopen in a very different post-Covid world.”

Notes to Editors

About Euston Town BID

Euston Town is a business improvement district that represents businesses in the Euston area. Its sister organisations run by the same team are Camden Town Unlimited, Camden Highline and Camden Collective. In response to our business members we use our membership income as leverage for other funds with three main focuses: the environment and public spaces, identity and character, and ensuring that the HS2 project benefits communities and businesses of all sizes. www.eustontown.com

About the Euston Green Link & the Drummond Street Vision

The Euston Green Link is a ‘wellbeing walk’ part funded by a Mayor of London fund to encourage pedestrians to use lower-exposure walking routes. The route connects Euston Station to Regents Park via Drummond Street, with the intention of bringing new visitors to the street to explore the cultural offer and support the local economy. The route is peppered with green infrastructure, wayfinding and a public pocket park.

The Drummond Street Vision is a three-part scheme led by Euston Town BID and Jan Kattein Architects to reimagine this high street, which has been deeply impacted by HS2 construction and the following lockdowns. Funded by HS2’s Business & Local Economy Fund and Euston Town BID, the project’s first stage will include the creation of a new garden, creative lighting and murals, shop frontage redesign and street furniture with significantly reduced vehicles on the road.

About Jasmine Pradissitto

Jasmine Pradissitto is a British artist, academic, scientist and speaker. Her critical practice

spans painting and sculpture and she is the only artist in the world licensed to use Noxtek™, a newly developed sustainable material that absorbs NOx pollution from the air. Pradissitto has exhibited worldwide including two public art projects for the Horniman Museum in London and the Camden People’s Theatre for Euston Town Green Bid, a Mayor of London environmental

initiative. www.pradissitto.com

About Camden People’s Theatre

CPT has been making theatre in Camden for 26 years, working with a range of extraordinary artists. Many have gone on to establish highly successful and influential theatre careers in the UK and beyond. It was found in 1994 by a collection of artists, and its mission statement is ‘to support early-career artists making unconventional theatre — particularly those whose work explores issues that matter to people now.’




As the Business Improvement Districts for Camden Town and Euston, we deliver and campaign for a range of projects and policies to benefit the local area. We lead ambitious regeneration and public realm projects, and lobby at a local and national level on behalf of our members.

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Camden Town Unlimited and Euston Town.

Camden Town Unlimited and Euston Town.

Camden Town Unlimited (CTU) and Euston Town are the elected organisations behind the Camden Green Loop neighbourhood strategy and climate action community.

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