Sustainability: A Broken Record

We created our first CUBE™ original production, titled ‘Sustainability: A Broken Record’, to inspire positive change within the architecture and design community at a time where the conversation surrounding sustainability was heavily based on fear.

While growing our portfolio within the hospitality world, CUBE grew well embedded within the architecture and design community. We started recognising the emerging conversation surrounding sustainability and the contradictory opinions and messages within the industry.

Creating our own short documentary, we wanted to:

• Dig deeper and discover what sustainability really means within the industry
• Inspire change and approach sustainability from a positive, solution-driven angle
• Showcase CUBE's creativity through an original production

Our process began at a number of industry events, as we started to recognise the pain points within the community.

We carried out a large-scale research project and utilised our wide network to discover influential voices who were approaching sustainability from a new perspective and making waves within the industry.

Once we’d selected our experts and were clear on their ethos, we created a bank of conversation starters and prompts, and scheduled time with each of our interviewees within their own environments.

With a project like this, nothing is certain and we wanted to allow flexibility for the narrative to build organically. Throughout our shoot days, we kept the camera rolling to capture those golden moments that really bring the film to life.

Much of the storytelling process was done in post-production, with time spent identifying key themes, and building a strong, solution-driven narrative that would inspire - soon, the ‘broken record’ theme emerged, influencing the core narrative of the documentary.

Sustainability: A Broken Record explores how we manage the relationship between people and our planet, unearths the secrets for a more substantial impact and discovers how powerful decisions can move us forward towards a nourishing future.

The short documentary approaches sustainability within architecture, design and manufacturing from a new angle, with a focus on solutions and inspiring viewers to make small changes today for a more substantial tomorrow.

Since its exclusive screening at the Barbican Centre, London, the documentary has been screened both nationally and internationally at industry events including Clerkenwell Design Week, selected for film festivals, nominated for awards and climbed to over 1,000 views in just 3 months.

Accompanied by panel discussions with industry leaders and interactive Q&A's, the documentary has become an important tool in prompting conversations, suggesting solutions and driving positive change.