July 10 marked the opening of London’s Serpentine Gallery Pavilion — a yearly experiment in architecture and landscape. This year, Emeco’s new 111 Navy Chair, each made of at least 111 recycled plastic Coca-Cola bottles, has been selected for the café space of the Pavilion, designed by Jean Nouvel, the Pritzker Prize-winning architect.

Image Courtesy: Emecowithcoke.com

The 111 Navy Chair is a joint venture between Emeco and The Coca-Cola Company and debuted this year at the Salone de Mobile in Milan. Modelled after the original aluminium Emeco Navy Chair designed in 1944 for the U.S. Navy, each 111 Navy Chair contains a mix of 60 percent rPET plastic (recycled polyethylene terephthalate plastic) and a special combination of other materials including pigment and glass fiber for strength.

Liz Lowe, Citizenship Manager, Coca-Cola Great Britain said, «We’re delighted that Jean has selected this beautiful 111 Navy Chair for The Red Sun Pavilion. This project is part of Coca-Cola’s vision to recover and reuse all of our bottles and cans and another example of how our packaging can have real value through recycling to be used again and again. We hope to bring this message to even more people through this placement.»

As bronze sponsors, Emeco and Coca-Cola join international companies to support the project. The installation runs through 17 October 2010.

Image Courtesy: Emecowithcoke.com

Image Courtesy: Emecowithcoke.com

Image Courtesy: Emecowithcoke.com

Here is a photo from The Serpentine Gallery