Reframing Waste: bloobloom x Golden Earth Studio at London Design Festival 2025
In the heart of Covent Garden, during this year’s London Design Festival, an unexpected yet perfectly aligned collaboration took place. bloobloom, the eyewear brand redefining style with purpose, fairness and sustainability, has joined forces with Golden Earth Studio, the ceramic collective turning excavation waste into fine art, to present Reframing Waste (13–21 September 2025).
At first glance, eyewear and ceramics may appear worlds apart. Yet, both bloobloom and Golden Earth Studio share a philosophy that beauty, responsibility, and innovation can, and must, coexist in our society. This collaboration challenged audiences to reimagine overlooked materials, discarded by urban development or industrial processes, as raw ingredients for creativity, imagination and change.
A Shared Vision of Transformation
Golden Earth Studio is known for its pioneering approach: reclaiming clay from London’s excavation sites and transforming it into striking ceramics. These pieces carry the marks of both past and present, reminding us of that urban expansion and natural materials need not exist in opposition. Through careful craftsmanship, what was once construction waste emerges as elegant functional objects and sculptural works, embodying sustainability without sacrificing beauty. It is all about circularity in its most raw form.
bloobloom, meanwhile, approaches eyewear as more than an accessory. With direct-to-consumer pricing, ethical production, and Climate Neutral Certification, the brand has carved a space where style and responsibility walk hand in hand. Its bold, minimalist, and retro-inspired frames prove that conscious design can also be desirable and contemporary. Besides Covent Garden, bloobloom has stores in White City, Spitalfields, Canary Wharf, Marylebone, King’s Road and Carnaby Street.
Together, bloobloom and Golden Earth Studio created a dialogue between vision and touch, between clarity and foundation. Both celebrated transformation: excavated clay becomes refined ceramics, just as eyewear becomes a tool for perspective and impact. It is a new vision that encompasses sustainable development at its core.
Artists at the Forefront
The Reframing Waste exhibition gathered a group of contemporary artists who embody this ethos of reinvention:
Adam Weissman - @claymoonstudio
Alexandra Yan Wong - @alexandrayanwongart
Arran Gregory - @arrangregory
Ekta Bagri - @ceramica_ekta
Jacob Chan - @jchanceramics
Jihyun Kim - @kimkim_ceramic
Louis Vincent - @louis___vincent
Zahed Tajeddin - @zahedtajeddin
Each brought their unique perspective to the possibilities of excavation clay, transforming what was once considered disposable into objects of aesthetic and cultural value. Their works turned bloobloom’s Covent Garden store into an immersive clay environment where design, sustainability, and storytelling met.
Private Viewing: A Moment to Engage
As part of the London Design Festival celebrations, bloobloom hosted an exclusive private viewing of Reframing Waste on Tuesday, 16 September at 7 pm. Guests had the opportunity to meet the artists, experience the installations firsthand, and engage in conversations about how design can serve as a force for meaningful change. It was an unique experience that we had the privilege to be part of.
Beyond an Exhibition: A Manifesto for Design
Reframing Waste is more than an exhibition—it is a manifesto. It reminds us that industries as different as eyewear and ceramics can converge on shared principles: transparency, community, and responsibility. By placing sustainability at the core of their practice, bloobloom and Golden Earth Studio offer a powerful message for the future of design.
In their collaboration, waste is not a problem to be discarded but a resource to be celebrated. When design embraces responsibility, innovation flourishes, and what was once overlooked becomes extraordinary. Reframing Waste is an invitation to see differently. Not just through the lens of eyewear or the surface of clay, but through the possibility of a world where beauty and responsibility coexist seamlessly to achieve a sustainable world.
