Chiswick's Old Cinema In The Apprentice

BBC films in the store as teams take on challenge to sell upcycled items


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Chiswick's Old Cinema features in the latest programme of 'The Apprentice' as the teams battle it out to win the task of selling ' upcycled', and retro- chic items.

Staff at the store on Chiswick High Road, which sells antique, vintage, retro, industrial, and upcycled furniture, said they were thrilled to meet with Lord Sugar and honoured to be chosen to feature in the BBC series.

"We've been getting a lot of phone calls from customers who spotted our shop on the television, and there's been quite a buzz" said Adam Trunoske of The Old Cinema. The store was used for filming Lord Sugar's briefing to the teams, and also for the brainstorming sessions where the contestants work out their plan to win the challenge. After the filming, the teams then visited the East End where they set up ' pop-up' shops in Brick Lane to sell their items.

The staff were even more delighted when the celebrity visitors purchased some items from the Old Cinema for personal use.

The episode was filmed six months ago, and was broadcast on Wednesday (April 11th) but can still be seen on the BBC i-Player.

The focus of the task was on upcycling which takes old objects and either gives them a new lease of life, or takes an object that is used for another purpose and makes it into something useful, for example converting a piece of industrial machinery into an everyday object such as a lamp.

The Old Cinema prides itself on being London's only department store devoted to selling antique, vintage, retro, industrial and upcycled furniture. It also sells decorative arts, lighting, jewellery and gifts and supplies interior designers, stylists, trade buyers and the public .

April 14, 2012

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