Kitchen Warehouse - High Fryer Case Study

Australian cookware retailer Kitchen Warehouse has teamed up with creative agency, Berlin, to launch a nation-first recycling campaign of epic proportions, designing a 700-metre-high artwork installed at Sydney’s Royal Botanic Gardens.

A staggering new study commissioned by Kitchen Warehouse has revealed that Australians are throwing almost 2.5 million pots and pans into landfill each year, an average of 7000 every day (or approximately 700m if stacked vertically).

To illustrate the scale of the problem, a bespoke industrial sculpture by artist Rhys Norton has been unveiled at Sydney’s Royal Botanic Gardens, aptly titled the ‘High Fryer’. To allow the public to visualise what the full-size tower would look like, a team of digital effects artists from production studio Siamese have added a virtual extension to the physical eight-metre base of the structure, which reaches sky-high through the roof of the Calyx, an enormous glass enclosure at the Gardens, and above the cityscape.