The British department store chain Selfridges has ambitious plans and wants to revolutionize the retail trade with its “Project Earth” concept. Project Earth can be seen as Selfridges’ commitment to sustainability for the future. The new approach is based on three main areas: materials, models and mindsets. By 2025, the retailer aims to only use materials that will come from certified, sustainable sources. The project includes a variety of retail concepts, design innovations, commitments, events and thought-provoking ideas–all aimed at radically changing the retail industry from the ground up.
This Levi’s UK ‘authorized vintage’ pop up installed in Selfridges, London was launched to tie in with the department store’s inspirational ‘Project Earth’. Their sustainability initiative is helping to change the way we shop to close the loop on waste. Earth-conscious design was the crucial element of the pop-up structure designed and installed by Lucky Fox to showcase Levi’s repaired and revived vintage collection.
Sustainable plywood was used for the structure, meaning its durable, cost effective but also easily recyclable.
Avoiding the use of plastic where possible, the banners are made from matt canvas ensuring all the signage is PVC free and only real foliage was used to finish the scheme.