Giant whales offer a bucking rodeo ride, while sea creature-shaped balloons (biodegradable, of course) fill the atrium. The lobster hat that Philip Treacy made for Lady Gaga is displayed in the Wonder Room.
Outside, the store is lighted ocean blue and has a digital, interactive window that is pulling the crowds: virtual fish “swim” across the glass while a donation of £3, or $4.80, gives a chance to give a fish a name.
The soul of the project is at the seafood counters in the Selfridges food hall, where the store, in collaboration with its restaurants and other celebrity chefs, is following international guidelines for preserving the overfished oceans.
“It’s about making a big noise about a good issue — as a retailer, we are good at selling things — and good at communicating,” said Alannah Weston, the store’s creative director and scion of the family company. “Amaze, inspire, engage” is her mantra for Project Ocean, which will run until June 12.
The soul of the project is at the seafood counters in the Selfridges food hall, where the store, in collaboration with its restaurants and other celebrity chefs, is following international guidelines for preserving the overfished oceans.
“It’s about making a big noise about a good issue — as a retailer, we are good at selling things — and good at communicating,” said Alannah Weston, the store’s creative director and scion of the family company. “Amaze, inspire, engage” is her mantra for Project Ocean, which will run until June 12.
THE NEW YORK TIMES
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