Project Ocean

Project Ocean, Switch to sustainable fish consumption, 5 May 2011

By Lee Isherwood | Last updated 16 February 2024

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Where: 1 Exchange Square, M3 1BD – 0870 160 7254

When: Mon-Sat 10am-8pm; Sun 10.30am-5pm


Campaign name:
Project Ocean
Key campaign message:
Switch to sustainable fish consumption
Campaign launch dale:
5 May 2011

Selfridges throws a life line to sustainable fishing through the store’s biggest green campaign to date. It is the new big step on Selfridges’ journey to greater ethical luxury.

Key Initiatives – Selfridges pledges 10:

• Stop selling non-sustainable fish products across all restaurants and food halls forever

• Help consumers make a difference to the Issue of global fish stock depletion

• Collaborate with the Zoological Society of London (ZSl) and the Marine
Conservation Society

• Bring an extraordinary window scheme to life to discuss creatively the issues of over-fishing

• Commission several works of art to support the key Project Ocean message to be installed within Selfridges London

• Sell ‘activist’ Project Ocean products

• Stage 2 curated exhibitions.