The Cineroleum, a self-initiated project built in 2010 by London based practice Assemble Studio, transformed a derelict petrol station into a "hand-built" cinema on one of capital's busiest roads. Aimed at raising awareness to the wider potential for reusing the 4,000 empty petrol stations across the UK for public use, the adapted structure on Clerkenwell Road was "enclosed by an ornate curtain" strung from the "roof of the petrol station's forecourt. Described as an "improvisation of the decadent interiors that greeted audiences during cinema’s golden age," classic infusions of cinematic iconography were integrated into a space built from only cheap, reclaimed or donated materials.