Smurfit Westrock, a global leader in sustainable packaging solutions, has packaging facilities across the UK and regularly supports projects that bring local communities together. This September, one of those projects took a creative turn in Weston-super-Mare, where more than 1,000 people worked alongside arts charity Super Culture to create a giant 20-metre temporary ‘Cardboard Pier’ and a monumental 'Clocktower', inspired by the town's historic Birnbeck Pier which is currently undergoing capital regeneration.

With a site based in Weston-super-Mare, Smurfit Westrock donated the cardboard used to create the installation, helping local residents bring the project to life alongside world-renowned French artist Olivier Grossetête.

Supporting a creative community project

The Cardboard Pier was created to bring people together around Birnbeck Pier, a Grade II* listed heritage site currently undergoing plans for restoration.

The project brought a familiar material into a very different setting, with the cardboard donation helping to create the temporary structure from the community workshops through to the final build on the seafront.

 

Image credit: Paul Blakemore

Known for his large-scale cardboard installations, artist Olivier Grossetête uses a simple, familiar material to create ambitious structures through collaboration. The Cardboard Pier followed the same approach, with local people helping to create and assemble the installation before it was dismantled.

Putting cardboard to a different use

Used to seeing cardboard used to protect, transport and present products, seeing it transformed into a large-scale piece of public art offered a fresh perspective on its versatility and what can be achieved when creativity is added to the mix.

The project showed how everyday materials can play a much bigger role when they are designed, shaped, and used in different ways. Once the temporary installation was dismantled, the cardboard was collected for recycling, allowing the material to move on to its next use.

 

Image credit: Paul Blakemore, source: Superculture.org.uk

Daniel Gurney, General Manager at Smurfit Westrock Weston-super-Mare says:

“It was fantastic to see a sustainable material we work with every day used in such a creative and unexpected way. The Cardboard Pier showed what can happen when creativity and collaboration come together, while also bringing people together to celebrate an important part of Weston-super-Mare’s history.”

Supporting the local community

The community was at the heart of the project. Locals helped turn individual pieces of cardboard into a structure inspired by a landmark that has played an important role in Weston-super-Mare’s history.

“As a business with a strong presence in the town, we’re proud to support initiatives that encourage people to get involved, celebrate local heritage and bring the community together,” Daniel continued. 

The project also forms part of Smurfit Westrock’s wider community initiatives through Our Open Community, which supports projects focused on local communities, wellbeing, future generations and the environment.

 

Image credit: DHMPhotography, source: Superculture.org.uk

The Cardboard Pier may have been temporary, but it showed what can happen when creativity, collaboration and a familiar material come together.