Project Ocean at Selfridges

Water, water everywhere....

I've recognised a real shift in retail ventures supporting charitable causes, and London's famous department store Selfridges is the latest to embrace the trend for ethical shopping with the launch of a new project entitled Project Ocean, aiming to raise awareness of the plight of the world's oceans.

The store's restaurants and food halls have changed their policy on sourcing fish, the Ultralounge is transformed into a free speech platform for non-governmental organisations and opinion leaders, and revered artists are displaying their work throughout the retail emporium.
Under the title of Cove, 11 sculptures are displayed, and the store's atrium provides space for installations to be hung from harnesses, allowing the art works to move upon movement, appearing like ocean waves.
Of the works, Selridges Creative Director Alannah Weston says, "I believe Cove will give viewers an opportunity to experience the fish’s perspective. As guests at Selfridges move up and down the escalators and around the atrium balcony they will be inundated with what will appear much like giant versions of coral reef, sea urchins and sea anemones".
In addition to art works and policy change, Seflridges have comissioned designer Katherine Hammnett to design a series of statement t-shirts to support the project, with ll profits from products sold going towards a Marine Protected area in the Philippines.
Project Ocean runs in-store through June 2011, and you can view the full Katherine Hamnett Project Ocean collection, here.