The Spin barstool

Creative content studio CUUB and Kyiv-based furniture brand propro, founded by Slava Balbek, showcase the journey of the recycled material, from its inception as problematic plastic waste to its transformation into a beautifully crafted design.

The Spin barstool embodies a design ethos centered on simplicity and practicality. Its clean metal frame is both stylish and versatile, while the seat offers two options: wood or recycled plastic (HDPE — High-Density Polyethylene). The recycled plastic option turns waste into a functional and aesthetic product. The plastic’s versatility allows for a spectrum of colors, infusing the barstool with a vibrant visual.

Before the Spin barstool was released into the permanent collection, propro designers embarked on a journey with recycled plastic. Rigorous prototype testing ensured the barstool’s durability and design excellence. The final product is aptly suited for various settings, from vibrant public spaces to cozy homes.

CUUB brought the Spin barstool’s story to life through compelling content that highlights its eco-friendly design. Through artistic content, CUUB has captured the essence of the product, emphasizing its environmental friendliness — core element of its design. The minimalist visual approach, paired with a warm color palette, creates an inviting atmosphere that encourages viewers to appreciate the stool's sustainable narrative.

The collaboration also highlights the journey of the recycled material, from its inception as problematic plastic waste to its transformation into a beautifully crafted barstool. This narrative not only adds depth to the design but also reinforces the brand's commitment to promoting a more sustainable lifestyle.

Moodboard

For this section, our team drew inspiration from the simplicity and elegance of Scandinavian design. The moodboard we crafted resonated with the client, who was already drawn to the understated yet impactful palette. These tones became the foundation for a stylish and concise visual language that perfectly aligned with the project’s minimalist aesthetic.

Images Concept

When developing the concept for this project, our primary focus was to encapsulate the core values of the product and convey them in a way that resonates deeply with the audience. To achieve this, we carefully selected minimalist angles that stripped away any excess, allowing the product’s essence to shine through. The color palette was intentionally chosen to be warm and inviting, ensuring that the visuals were both engaging and easy on the eyes.

Moreover, the presence of recycled plastic in this story was more than a material choice — it was a narrative thread. We traced its journey, from plastic to a thoughtfully designed barstool seat, highlighting the transformation that embodies the product’s philosophy. Through this approach, we aimed to create a visual experience that not only showcases the design but also invites the audience to be part of a meaningful, sustainable journey.

Animation concept

Our focus was on bringing to life the materials that define this product— metal and recycled plastic. We aimed to create a seamless connection between the static imagery of the moodboard and the dynamic storytelling of the animation, ensuring a coherent narrative that emphasizes the product’s core values.

The animation begins with a close-up of plastic bottle caps, highlighting their raw, unrefined state. As the video progresses, these caps are transformed through a detailed recycling process, visually demonstrating their journey from waste to the sleek, functional seat of the Spin barstool. This transformation not only underscores the product’s commitment to environmental awareness but also adds depth to the overall narrative.