Velo, the #1 Nicotine Pouch in Scandinavia*, is launching a unique, collaborative pop-up art space, Velo Art Factory, this September. Designed to inspire art lovers and the eco-conscious alike, it will invite consumers to transform used and empty Velo cans into art pieces with a ‘Trashpresso’ machine. In addition, the free event (R18. Nicotine users only) will showcase the brand’s new recyclable cans, marking the first step in Velo’s journey to a more sustainable future.
Located in The Ace Corner Shop on Shoreditch High Street, the pop-up gallery space will run for one weekend only between 17th – 19th September. Guests will be invited to learn more about this modern way to consume nicotine and Velo’s sustainability journey with the launch of its recyclable cans.
Guests will get hands-on by creating a collection of prints live at the event that will be showcased in the gallery and formed using the letters made from recyclable Velo cans in the ‘Trashpresso’ machine.
The Trashpresso machine, which sits at the heart of the pop-up art gallery experience, was created by Miniwiz, a company that specialises in turning post-consumer waste into new materials. Inspiring guests to test their artistic skills, the Trashpresso machine will upcycle plastic waste from recycled Velo cans into unique typography and patterned printing blocks that can be used to create distinct pieces of art. Londoners will be able to use the quirky Velo lettering and shapes made in the machine to print onto paper which, once finished, can then be displayed in the gallery or taken home.
Velo has also created a unique typeface – Velo Sans Recycled. Not missing an opportunity to recycle, reuse and reimagine, Velo’s new and unique font – Velo Sans Recycled, innovatively squeezes the alphabet from 26 letters to 19 by recycling and repurposing them other letters. This dynamic font will be used as inspiration throughout the pop-up event.
Creating the ultimate aesthetic for guests, the design-led space at the pop-up will be split into six ‘Zones’. In addition to the ‘Trashpresso Zone’ where the letters will be produced, attendees will create their own pieces in the ‘Art Zone’. In the ‘Product Zone’, they will be able to learn more about Velo and discover its flavour portfolio, whilst in the ‘Sustainability Zone’, they will learn more about Velo’s sustainability journey. Finally, the event experience will end with a fun and immersive ‘Photo Zone’, so guests can capture their event experience and creative artworks. Reflecting the brand’s ambition towards a more sustainable future, Velo has ensured recyclable and sustainable materials are used throughout the activation wherever possible, from set-build to design.