Beavertown's inaugural pop-up was a key milestone, Morally Made embraced the chance to create a vibrant space that resonated with the Beavertown brand essence.

Open for just 2.5 weeks a project like this is high risk for significant waste, requiring careful consideration from both Beavertown and Morally Made.

Beavertown welcomed the suggestion to avoid overwhelming the interior with vinyl graphics, enabling Morally Made to prioritise responsible choices. Where appropriate, we chose Valchromat for its natural hues, minimizing the need for additional finishes and striking a balance between temporary installations and reusable items. 

95% of the featured artwork was printed on engineered cardboard, showcasing mutual commitment to responsible practices. Even the timber frames, designed for art display, have been fully deconstructed for future utilisation to reduce waste. 

Despite the highly considered approach Morally Made acknowledged an estimated 3.7 tonnes of CO2e emissions and an expected use of 5 trees' worth of timber in the production of the shop only. These figures drive the commitment to continual improvement and responsible choices in creative endeavours.