London, UK – Selfridges has unveiled plans for Project Ocean, an inspiring initiative that challenges the public to imagine a world with “no more fish in the sea”. Project Ocean is spearheaded by Selfridges Creative Director Alannah Weston, working in partnership with the Zoological Society of London (ZSL). Selfridges is collaborating with campaigners to use its trademark high-energy creative marketing approach to increase awareness, inspire changed consumer habits and raise funds. Running from 11 May – 12 June, the project is both a celebration of the oceans and a forum for conservationists to issue an urgent public wake-up call to address issues of sustainability, overfishing and marine protection.
Driven by the unthinkable prospect of the world’s major fisheries collapsing by 2050, the London store has given itself over to leading international marine protection campaigners and 22 environmental NGOs, as well high profile activists from the worlds of art, fashion, culinary arts, and entertainment.
Project Ocean will take over the store on a scale never before seen at Selfridges. From its iconic windows, façade and atrium, to The Wonder Room, foodhall and restaurants, the London store will transform itself in homage to the ocean. For five weeks, Selfridges’ Ultralounge will be the epicentre for Project Ocean activity, including world-class talks on the most pressing issues related to our oceans. Selfridges has eliminated all endangered fish stocks across all their restaurants and food halls. To help consumers change their habits, a Project Ocean “Fish Guide” has been developed in partnership with the Marine Conservation Society (MCS) to identify which fish to eat and which to avoid, suggesting alternatives to those under threat. The guide is free and available in booklet format or via a more detailed phone app version, including recipes from participating chefs and a sustainability-minded restaurant guide compiled by Fish 2 Fork.
I want to do my part to increase the awareness of choosing the right fish to eat as I would hate to see us and our next generation having no fish to eat in the years to come. I believe everyone of us will be able to play a part to spread the word and to be well informed so that we can sustain the fish stock in the ocean, for us and the generations to come.
In line with this event, I am glad to announce a GIVEAWAY to all my readers in the UK! Selfridges has kindly sponsored a fish dinner for two persons – 3 course meal and half a bottle of wine, with 3 top London chefs: Marl Hix, Valentine Warner and Mitch Tonks at the Hix restaurants, at Selfridges in London. The menu will feature Mark’s signature style British cooking with an emphasis on South West seafood. The dinner will start at 7pm on 25th May 2011, Wednesday. Besides of winning a dinner, the lucky winner can also choose one of the T-shirts designed by Katharine Hamnett.
TO WIN A DINNER FOR 2 + T-SHIRT:
Just leave a comment!
You have until 23 May 2011, Monday, 23:59 GMT, to enter this giveaway! I will draw a winner at random, announce and get in touch! Good luck everyone!