Selfridges Project Ocean

Almost 400 million tonnes of plastic are produced globally each year – equivalent to the weight of the entire human population – and only about 10% of that is recycled.

8 million tonnes of plastic are dumped in the ocean every year – equal to five grocery bags of plastic on every foot of coastline around the globe

Selfridges never sell or serve endangered fish in their stores and ban single-use plastic water and carbonated drinks bottles (part of the their oneless pledge). Each year the retailer launches a new initiative to drive positive change.

As part of this year’s initiative, Selfridges celebrated World Ocean Day and the opening of the Project Ocean beauty booth. A space filled with plastic-conscious solutions for our everyday routine.

Practical Minds were asked to develop the pop-up space using sustainable and recycled materials including Durat which is a solid surface material made from recycled plastics.

This was a very personal project for Alannah Weston, the newly promoted Chair at Selfridges and the feedback on the impact of the pop-up campaign was overwhelming.