SEEDLIP SELFRIDGES DISPLAY
Sustainable Retail Design: Seedlip and Magical Mushroom Company® Create Mycelium Display for Selfridges
Selfridges Display
Seedlip, the world’s first distilled non-alcoholic spirits brand, collaborated with Magical Mushroom Company® to create a bespoke display for Selfridges. Reflecting Seedlip’s commitment to sustainability, the display featured panels, mushrooms, and blocks made from mycelium, designed to highlight their ethos: “We grow our packaging.”
Magical Mushroom Company® provided creative solutions to produce lightweight, biodegradable elements for the display. These materials offered the perfect blend of functionality and aesthetics, while aligning with Seedlip’s values.
This innovative partnership showcased how sustainable biomaterials could transform retail displays into eco-friendly, eye-catching installations, setting a new benchmark in sustainable design.
“This display embodies our mission to grow packaging sustainably.”
The Problem
SOURCING OPTIONS FOR AN ECO-CONSCIOUS, PREMIUM DISPLAY
Seedlip needed an eco-conscious display for Selfridges that aligned with their commitment to sustainability.
Traditional materials like plastic and synthetic composites conflicted with their ethos and would not effectively convey their “We grow our packaging” message.
The challenge was to create lightweight, durable display elements, including branded panels and mushroom models, that could be assembled without drilling or gluing onto wooden crates.
The Solution
GROW MULTIPLE EMBOSSED PANELS TO CREATE A RETAIL DISPLAY
Magical Mushroom Company® developed bespoke mycelium materials tailored to Seedlip’s specifications.
The team produced embossed panels featuring Seedlip’s logo and messaging (“We grow our packaging”) in multiple sizes, including thin, lightweight panels for easy assembly.
Over 50 small mycelium mushrooms and additional blocks were grown with precise moulds to create sturdy, recognisable shapes. These were designed to complement Seedlip’s branding while maintaining structural integrity for the display.
The Result
A STRIKING DISPLAY THAT SHOWCASED THE SEEDLIP BRAND
The mycelium display at Selfridges embodied Seedlip’s values, demonstrating their leadership in sustainable innovation.
The lightweight, biodegradable materials captivated visitors and reinforced Seedlip’s environmental commitment. The project also highlighted how biomaterials could elevate retail design while reducing waste.
Seedlip’s collaboration with Magical Mushroom Company® set a precedent for eco-friendly retail displays, inspiring other brands to embrace sustainable solutions.
“Magical Mushroom Company® delivered beyond expectations, creating mycelium materials that reflect Seedlip’s ethos of growing our packaging.
The result is a striking display that aligns with our commitment to sustainability.”
Seedlip Team
