Kitchen Warehouse: The High Fryer

Every day, Australians throw around 7000 pots and pans into landfill, the equivalent of 700m if stacked vertically. To illustrate the scale of the problem, Berlin commissioned a bespoke industrial sculpture from artist Rhys Norton which was unveiled at Sydney’s Royal Botanic Gardens, aptly titled the ‘High Fryer’. To allow the public to visualise what the full-size 700m-high tower would look like, a team of digital effects artists from production studio Siamese added a virtual extension to the physical eight-metre base of the structure.

The PR-led campaign was designed to launch ‘The Great Pan Exchange’ a Australian-first recycling initiative from Kitchen Warehouse that encourages consumers to bring in their old pots and pans to in-store collection points to be recycled rather than rot in landfill.