Every Can Counts opens ‘infinity room’ in Newcastle

The “infinity room” debuted today (5 February 2025) at the Letsrecycle.com Communications Conference in London.

Chris Latham-Warde, programme manager at Every Can Counts, said: “The aim of the exhibit is to raise awareness of the infinite recyclability of aluminium in a visual and interactive way.

“Every empty can could be recycled and back on a shop shelf as a brand-new can in just 60 days and each of us can play a vital role in keeping the cycle going to benefit the environment.

“With the exhibit on display until October this year, we hope that visitors to Life Science Centre are left feeling inspired to make small changes to their recycling habits and will encourage their friends and family to do the same.”

The focal point of the room is a giant drink can and those who step inside will find themselves in a mirrored room that creates an illusion of being surrounded by an infinite number of suspended aluminium cans.

The exhibit is formed of 1,500 recycled cans and 25 square metres of mirrors. An accompanying narration takes visitors through aluminium can recycling and its environmental benefits.

Aluminium cans in Newcastle

New research from Every Can Counts into the recycling habits of those in Newcastle found that people enjoy an average of four canned drinks per week.

Respondents said they recycled 80% of these cans, with just over half (53%) saying they always use recycling bins when out and about in public places. Only a quarter (25%) of those living in Newcastle would take packaging home to recycle it if they couldn’t find a recycle bin.

Newcastle residents cited more recycling bins (59%), clearer signage on recycling bins (36%), and more recyclable packaging (33%) as the top three things which would encourage them to recycle more when out of their home.

Furthermore, 90% think that there should be better recycling facilities in places like public parks and 84% think more should be done to educate young people about the importance of recycling.

Every Can Counts

The Every Can Counts partnership brings together drink can manufacturers, drink can fillers and the wider recycling industry.

It aims to reach a 100% recycling rate for drink cans.