Re-up: New store is made from recycled waste

Melbourne – An Australian fashion label has launched a pop-up made of recycled cardboard. Lulamae’s temporary store at the Melbourne Central mall is constructed entirely from post-consumer waste. Created by local architects Breathe, the store was fully assembled in a single day and will be open for two months from 1 December 2009.

As the original pop-up concept becomes more mainstream, brands have to find innovative ways to entice consumers to these temporary stores. Lulamae’s recycled pop-up should appeal to the eco-aware fashionista.