The ENVIRON Association launches UNDErGrowth, a manifesto installation created to promote the new version of the Unde Reciclăm platform.
The installation is hosted by Boiler x Guido (Calea Victoriei 143), from 23 to 26 July, between 12:00 and 20:00, and Bucharest residents are invited to admire it and discover how simply they can find the right destination for the electrical equipment they no longer use.
Under the message “Nature wastes nothing. Why should we?”, the ENVIRON manifesto created by Nicu Bocancea and Florăria Iris starts from a simple principle: in nature, nothing is wasted, but rather transformed and re-enters a new cycle. Leaves become soil, soil nourishes other plants, life continues. In turn, the electrical objects we no longer use contain materials and resources that can be recovered and reused when they reach the correct collection and recycling circuit. The first step in this direction is identifying a collection point, and the Unde Reciclăm app makes this process simpler and more accessible.
“I believe the real problem is not that people don’t want to recycle. Most of the time, they simply don’t know where to start. We all have electrical objects at home that we no longer use, but don’t know what to do with. Through UNDErGrowth we wanted to change this perspective and show that, before becoming waste, these objects are resources. We chose to express this through an artistic installation so that the message would become an experience that people remember. The collaboration with Florăria Iris gave us the right visual vocabulary to attract attention, and the Unde Reciclăm app is the tool that helps people make the transition from intention to action,” stated Roxana Puia, Communication Director at Environ.
One third of Romanians don’t know where to recycle
According to the Environ Barometer 2026, one of the main barriers to recycling electrical waste is the lack of information. One third of Romanians state that they do not know where to take the equipment they no longer use. At the same time, 36% consider the collection point to be too far away, 22% perceive the process as too complicated, and 17% say they do not have the time required.
To address these difficulties, ENVIRON has rebuilt the Unde Reciclăm platform, available online at www.undereciclam.ro, as well as a mobile app for iOS and Android. It helps users quickly identify the nearest collection point for small electrical equipment from the almost 2,000 points available nationally, and for bulky appliances it offers the possibility of requesting a home or office pick-up.
The platform’s message is simple: You don’t need to know how to recycle. You just need to know where.
How does the activation work?
From Thursday 23 July to Sunday 26 July, between 12:00 and 20:00, Bucharest residents are expected at Boiler x Guido (Calea Victoriei 143) where the ENVIRON team will guide them to download the Unde Reciclăm app and create a user account. Those who complete this step receive from ENVIRON the UNDErGrowth cup and a free coffee of their choice.
Visitors can also bring phones, chargers, cables, headphones, mice or other electrical devices they no longer use and hand them in at the temporary collection point installed in the café. In this way, the experience does not end in front of the installation, but continues through a concrete gesture: identifying a correct destination for unused electrical and electronic objects.
A partnership for simpler gestures in the city
UNDErGrowth marks the beginning of the collaboration between ENVIRON and Boiler, a partnership built on the conviction that real change is built through small gestures, repeated day by day: from the morning coffee and conversations between friends to the decision to correctly recycle a cable forgotten in a drawer. The next stages of the collaboration will be announced in the coming period.
