'Selfridges is lucky to have a powerful voice that communicates to a wide audience. Over 50,000 people visit our four stores on average every day and well over a million pass our windows every week, said Alannah Weston, creative director of Selfridges. 'We decided it was time to use that power to lead a campaign, that is both educational and entertaining, about something we feel is important to our customers: the environment.'

For the next month, Selfridges' award-winning Oxford Street windows will be dedicated to creatively illustrating the debate, with one incorporating an interactive fund-raising 'totaliser' where donations can be made through smartphones.

A giant ocean-inspired balloon installation created by maverick American artist and sculptor Jason Hackenworth will fill the central atrium of the flagship London store and an ocean-themed fashion exhibition curated by Judith Clark will be on display. Project Ocean products designed by Katherine Hamnett are to be on sale to raise extra funds, pop-up entertainment will appear on Friday nights and a Selfridges fish and chip van will sell sustainable seafood.

The launch campaign runs until the 12 June 2011 but Selfridges is keen to emphasise that this is a long-term CSR commitment; the 100-year-old department store chain has established a Marine Protected Area on the Danajon Bank in the Philippines Central Visayas, which will safeguard local fish species including clownfish, seahorses and angelfish.


Credit: Contagious Magazine