Business partnership Euston Town is unveiling a climate change-inspired sculpture by artist and physicist Jasmine Pradissitto, on the renowned Camden People’s Theatre at the entrance of Drummond Street, Euston.

The innovative material NoxTek, which absorbs nitrogen dioxide from car fumes and transforms it into a harmless gas, signifies efforts to create a green, sustainable neighbourhood led by a community of independent businesses and residents. The installation is part of a wider scheme to reimagine the public realm with bespoke street furniture, new shop frontages and a creative shared garden space.

‘Breathe’ has been installed on the renovated Camden People’s Theatre and will represent the growing conversation around climate change while inviting people to consider its message of galvanising positive action and empowerment. It sits at the entrance to Drummond Street, which is seeing some major changes over the coming year including a reduction in car parking spaces to make room for colourful street furniture, and the creation of a shared garden space. The neighbourhood sits on the Euston Green Link, a walking route between Euston Station and Regents Park which avoids the pollution of Euston Road.

Jasmine Padissitto designed the sculpture in response to London’s pollution and its impact on our environment and climate. She teamed up with Alsitek who have given her exclusive use of their geopolymer NoxTek. The unique sculpture represents a multidisciplinary approach to climate solutions, combining art, creativity and discussion with science and engineering.

The wider regeneration of Drummond Street is being led by Euston Town and local traders as they adapt to a changing urban environment and develop their offer as a food destination. The profound message behind this sculpture will be complemented by a variety of green infrastructure within the neighbourhood, and a garden that will provide shade, biodiversity and a separation from the bustle of the area’s major physical transformation.

Drummond Street will be launching its new ‘streatery’ in June, as HS2 works pause and the road can be reopened, allowing customers to enjoy al fresco dining, the reduction of cars and a more green and pleasant environment. ‘Breathe’ will have vital significance as a creative representation of the journey our city’s neighbourhoods must make towards sustainability.

Euston Town business partnership commissioned ‘Breathe’ in 2019 as a part of its Euston Culture Strategy in partnership with MTArt Agency and Camden Council.

Georgie Street, head of projects at Euston Town BID said, “Jasmine’s work shows how public art can raise awareness, spark interesting discussions and give people a reason to explore new neighbourhoods. Our partnership with Camden People’s Theatre to introduce this piece is part of our vision for this corner of London – to celebrate its cultural offer, put it on the map for creativity and innovation, and support a unique collection of small businesses.” 

Jasmine Pradissito, artist and creator of Breathe said, “Breathe was inspired by our need to inhale, to breathe and to therefore experience a movement of air and freedom.  I’m delighted to see Breathe living amongst the beautiful John Nash architecture of North London, hopefully encouraging people to lift their heads, pause and take a moment to breathe it all in.” 

New work from Jasmine Pradissitto will be featured in Heart of the Matter, a group exhibition presented by Gillian Jason Gallery, opening virtually on 8 March 2021 on 
Kaya Money, director of Camden People’s Theatre said, “CPT always wants to engage with the things that matter to our communities, particularly the young creatives who make it such a special theatre. Climate change is such an overwhelming and urgent issue to our young people, and yet we see their proactive and hopeful responses through inspiring theatre, conversations and protest. This sculpture beautifully represents where art can meet the climate challenge and enable even more people to join the fight. We are proud to have such a profound piece on our building, as we set to reopen in a very different post-Covid world.”  

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