Creating Eco Town
Eco Town is an interactive education walkway experience at the Farington Waste Recovery Park in Leyland, Lancashire.
It was designed and created by ICG on behalf of waste management company Lancashire Renewables, which is owned by Lancashire County Council and Blackpool Council.
ICG collaborated with sustainability and waste experts to create Eco Town, an experience that would educate visitors, dispel myths and illustrate how everyone can contribute to waste reduction and increased recycling.
Councillor Phillippa Williamson and children from the Royal Cross Primary School for Deaf Children were among the first visitors in June 2025.
Creative and design
Our brief was to transform approximately 1km of walkways and viewing areas into a rich, immersive learning installation where visitors are visually guided users through the recycling process, and watch real life waste management in action.
Working to a set budget, ICG’s creative team devised a graphic system that could be applied across large-formats in multiple environments: a foyer, corridors, viewing platforms, a classroom as well as outdoor environments.
Fancy a walk down Can Can Cul de Sac, Grapple Grove or Leftovers Lane?
Themed around a town, each area was given a street name and assigned one of three colour-coded districts which visually guide users through the recycling process and clearly defines each stage of the journey.
Infographics, video screens and interactive features are used to engage with people of all ages. Visitors are welcomed by two characters, Wheelie and his companion, Caddy, who are helping introduce a new food waste scheme to Lancashire in 2026. The characters help humanise the narrative and create a positive and enjoyable experience – you can pose for a selfie too!
Content gathering and curating
Planning the visitor journey required the careful curation of content, telling the story in a manner that engaged with audiences of all ages.
From KS1 to university students and the general public, our team worked closely with experts to identify a narrative that would be easily digestible, accurate and fun as well as being aligned with the waste recycling viewing areas. We ensured content for younger audiences was positioned at the appropriate height, including interactive features such as lift-and-reveal panels and counting games (spot the bees).
We drew upon information from multiple sources to create a storyline, supported by awe-inspring facts and figures, simple and colourful visuals as well as thought-provoking questions to create a memorable visitor experience.
Waste recycling processes with restricted views are explained via video feeds and by viewing activity through specially placed ‘grapple’ cameras to give visitors a first hand experience.
Interactive and immersive
Creating an immersive and interactive experience lay at the heart of Eco Town. The installation had to be something people could feel, touch and experience to encourage long-term behaviour change towards sustainability.
ICG provided full research and project management to work with external suppliers to maximise a variety of hands-on experiences.
Games simulated the sorting process using magnets, air blowers and rotating drums while touch screens, videos, audio and light-up displays incorporated interaction into every part of the walkway to create a memorable visit.
Exciting displays include a magnetic claw to demonstrate the difference between types of metal cans as well as perspex boxes showing a variety of materials while children’s artwork is also displayed in Arty Avenue.
There is also a Personal Protective Equipment (PPE) fancy dress area inviting younger visitors to don hard hats, high-vis clothing, ear defenders and a boiler suit, and a re-use cafe where visitors can swap books and toys.
“A big thanks to ICG for helping us create Eco Town – it has been a fantastic journey from start to finish. The team at ICG have been with us every step of the way, from getting ideas down on paper to bringing the project to life.”
Director, Lancashire Renewables
Indoor and outdoor facilities
The Eco Town experience begins the moment visitors approach the Lancashire Renewables facility.
Eco Town is located in a building with strong eco credentials – the building is equipped with shading, wind turbines and solar panels.
Totems and graphics around the exterior of the building, and a three-metre wide decommissioned grapple in the foyer area, sets the scene and shows visitors that they are in for a great experience.
As part of the Eco Town installation, the outdoor amphitheatre and wildlife areas have been equipped with information plinths while classroom resources have been produced to tell the history of waste and recycling.
Online booking system
With Eco Town taking shape, ICG’s digital team was commissioned to create an online booking system for visitors.
ICG’s team of developers designed and built a website, providing information about visitor eligibility as well as media information and downloadable learning resources.
Eco Town is a ‘group bookings’ visitor experience aimed at community groups, schools, further and higher education, businesses and people who live in Lancashire.
While it is not open directly to members of the public, plans are in place to hold open days throughout the year.
“ICG understood exactly what we wanted to achieve and made it happen. They have been an exceptional marketing partner.”
Director, Lancashire Renewables
