Turning from retailer to campaigner, Selfridges have transformed into an underwater kingdom to inform consumers about the plight of the oceans in a fascinating way.
Project ocean sees Selfridges collaborate with more than 20 environmental and conservation groups to celebrate the beauty of the ocean, highlight the issue of over-fishing and help us all make positive choices about the fish we buy and eat.
Selfridges Oxford Street atrium is displaying extraordinary floating jellyfish and sea-urchin sculptures by artist Jason Hackenwerth, and the theme carries on throughout the store exhibiting other well known artists and designers. They will also have weekly talks and debates on ocean topics, screen ocean related films and display marine inspired fashion (including Lady Gaga's infamous lobster hat).
Their dedicated website hosts vast amounts of information about the project, ways to donate, recipes and even a Fish Guide app on fish to eat and fish to avoid.
The project will run until 12 June 2011.