Selfridges: Project Ocean

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Upscale London retailer Selfridges is challenging the public to imagine a world with 'no more fish in the sea' by transforming its store into a marine-themed experience.'Project Ocean', designed as a call-to-action to address the issues of sustainability, overfishing and marine protection, is being run in conjunction with the Zoological Society of London.

Creative elements include an in-store bucking bronco whale ride and a giant window wrap, one window of which allows consumers to donate money, via a touch-screen, to release more fish into the ocean. Donors can then interact with the fish on the Selfridges window and also on a dedicated microsite.

There will also be film screenings, workshops and educational sessions for families taking place in the store, plus frogmen marching the aisles, massive balloon installations and themed t-shirts designed by Katherine Hamnett. Project Ocean will culminate with the GLOBE World Ocean's Day summit on 8 June.