MAIUpcycle: Mainstreaming upcycling through the AI-assisted replication and scaling of upcycling stores in Europe

Project Background

Circular value creation depends not only on technological innovation but on new business models, communication and marketing, and socio-material practices. Upcycling-based initiatives hold particular promise for reducing material throughput and generating local economic and social value. Yet despite this potential, they remain marginal and difficult to scale. This project addresses a critical gap: why upcycling initiatives have not scaled despite the potential to support the Circular Economy. The project draws inspiration from ReTuna, the world’s first upcycling-based shopping mall Retuna (https://www.retuna.se/) in Eskilstuna, Sweden and other innovative upcycling businesses in Europe, including online stores such as the Adorno International Design Collaboration (https://adorno.design/). Employing the potential of AI, e.g. to drive creativity in  upcycling processes, to speed-up big data analytics in product (image) databases, or to run recommender systems in multi-channel marketing, the project explores how upcycling business models can be replicated and scales across European contexts. 

Project Objective

The overall aim of MAIUpcycle is the mainstreaming of upcycling through the AI-supported replication and scaling of upcycling stores in Europe. Specific focus will be put on AI applications to support scalable business modeling, potential of multichannel marketing and enabling institutional conditions. 

Project Approach
The project MAIUpcycle uses a user-oriented Ling Lab approach grounded in the user-oriented sustainability innovation, focusing on business modeling, multichannel marketing, open innovation, and AI applications. Methods include comparative case studies, co-creation workshops based on design thinking, AI-supported business modelling, mobile research labs, policy analysis, and feasibility studies. Partners will include research institutions, municipalities, social enterprises, and SMEs in several European countries.

Expected outcomes

• A European typology and database of upcycling initiatives;

• In-depth knowledge on marketing and communication that enables upcycling models, including AI applications;

• Context-sensitive governance and business models for municipal–entrepreneurial upcycling collaborations;

• A freely available Replication and Scaling Toolkit;

• Contributions to EU goals on waste prevention, circular economy transitions, and sustainable development.

Project Relevance to EUREKA Circular Value Creation Call

The project MAIUpcycle contributes directly to the EUREKA call by:

• Supporting cross-sector and cross-national collaboration between SMEs, municipalities, and researchers;

• Enabling scalable models for circular value creation based on AI-assisted upcycling;

• Addressing underdeveloped areas of marketing and communication in the circular economy and linkages to municipal actors;

• Generating tools and strategies applicable across diverse territorial contexts.

Partners sought
Upcycling initiatives of municipalities and companies, incl. start-ups, SMEs, social enterprises, and research organisations interested in circular economy implementation, particularly upcycling, are invited to join the consortium.

Lead institution: Wuppertal Institute
Contact: Dr. Justus von Geibler, justus.geibler@wupperinst.org