GUMTREE
HOUSE OF CIRCULARITY
Experiential Activation, Launch Event
A house built entirely from Gumtree.
Every piece of furniture, every object, every story sourced on the platform.
My Role: Creative Director,
house styling and spatial concept.
THE BRIEF
To launch Gumtree's Trading in the Circular Economy Report through a physical, tangible experience. Not a press release. A house. A real, beautifully styled standalone environment that made the concept of circular living impossible to ignore.
THE CONCEPT
Mid-century inspired. Earthy, grounded tones of olive, warm beige, cream and dark wood create a relaxed, lived-in palette layered with soft gold accents. It’s a space that feels curated over time, where vintage finds, restored pieces and market treasures sit effortlessly alongside everyday family life.
Think weekend trips the the nursery for house plants, crate-digging for records, a dream of an original Eames but a love of the hunt on Gumtree for a lookalike, and a home shaped by upcycling, Pinterest inspiration and stories behind every piece.
The Gumtree House of Circularity was a fully realised home, every piece of furniture, every decorative object and collectible sourced directly through the Gumtree platform. Styled to feel warm, considered and genuinely beautiful, it proved that circular living didn’t mean compromise.
THE OUTCOME
The activation generated significant media coverage, including live broadcast and incredible influencer traction, delivering results that extended the campaign's reach far beyond the event itself, creating meaningful impact and conversation about sustainability.
