Billboards to beanbags

'Upcycling' is the new buzz word in the green community and refers to taking something that is disposable and transforming it into something of greater use and value.

Brands are now able to demonstrate how green they are by thinking about their communication properties with a more long-term vision.

The company receives advertising billboards from outdoor media company, Brand IQ, which are cleaned, cut, sewn, stuffed and remodelled to make designer home wear pieces. "It's exciting opening out a large billboard and deciding how to cut it so that you get the best designs. The billboards are such large formats (10x40m) that it's almost impossible to make out what the billboard was initially advertising once it's cut up into beanbags," explains design duo Faye George and Rose Harman.

The beanbags, on sale at the Rosebank Flea Market, Johannesburg, and selected stockists, are also available to the events and brand activation industries.

For more, go to www.sokiff.co.za.