Reimagining Demolition

We are a social enterprise on a mission to redefine luxury and sustainability by creating beautiful, durable interior products with a compelling story, diverting waste from landfill, and fostering a circular economy. We have partnered with Simten and John F Hunt for our first project to help divert materials, otherwise destined for landfill, from the redevelopment of 1 Museum Street in Holborn, a 17-storey former Travelodge. During the phased demolition we are salvaging high quality materials that would otherwise be downcycled and, with our team of ex-RCA designers, re-imagining them into this first capsule collection. Prima Materia’s co-founders, Sophie and Jeremy, invite you to come and discover our work during LDF25 at our on-site studio located on 35 New Oxford Street, adjacent to the live demolition, as we salvage, reimagine and then build new pieces from materials with a history. Our resident designers for this first collection are: • Blake Carlson-Joshua, MA RCA Design Products • Freddie Keen, MA RCA Design Products • Jeremy Hulse, MA RCA Innovation Design Engineering A huge thank-you to Pith for sponsoring our entry into this year’s festival as well as to Simten, John F Hunt and everyone at the 1 Museum Street development for believing in our vision and partnering with us. As a very early-stage startup, their support means the world.