From Pop-Up to Pay-It-Forward: How a B Corp Showcase Turned Retail Fit-Outs into Community Resources

When Proud Robinson partnered with  B Corporation to open a pop-up shop with a difference in central London, they didn’t just want to celebrate purpose-driven brands. They wanted the space itself to reflect B Corp values. That meant finding better solutions for the shop’s fixtures and fittings once the doors closed.

That’s where Event Cycle came in.

With just four weeks to plan before derig, we worked alongside the team to repurpose every asset we could. Shelving, wood panelling, even a wall-mounted hotline phone. Everything had a destination. Nothing went to waste.

Shelves That Keep on Giving

Retail shelving is often built for one job and one job only. But this shop was designed with circularity in mind.

Sue Ryder in Pimlico received the bulk of the units. They’re using them to display more stock in their charity shop, supporting vital palliative and bereavement care. Hampton Book Shop, a volunteer-run community bookstore in south-west London, took another share to help expand their offering and raise more funds for local causes.

Even the magazine rack was rescued. It went to Lambeth Library, where it's now helping expand access to public reading materials.

A Phone With Purpose

One of the pop-up’s quirkiest features was a bright wall-mounted hotline phone that connected shoppers to Proud Robinson for creative advice. Not the easiest thing to reuse. But not impossible.

Hampton Book Shop saw its potential straight away. They’ve taken it in as a playful addition to their community space, proving that even the most unusual decor can be given new life with a little imagination.

Wood Waste With a Future

Once the shelves were cleared, all that remained was the timber. Black wood-panelled walls and custom surrounds for fridges and freezers. Still valuable. Still reusable.

We passed the materials to Useful Wood, a social enterprise based in Woking. They collect discarded wood and transform it into new handmade products. Anything they can't use is sold on to DIYers or chipped and turned into biofuel. Every piece is accounted for. Nothing is wasted.

Design With the End in Mind

This was a short-term shop with a long-term impact. The shelving is still working hard in local charity shops and libraries. The wood is being crafted into something new. Even the phone is ringing again.

It’s proof that with the right approach, even the most temporary spaces can leave behind something more than just rubbish.

If you're planning a pop-up or experiential space and want to build sustainability in from day one, we can help make sure nothing goes to waste.