Selfridges calls on BAF Graphics’ expertise
BAF Graphics has been called upon by London department store Selfridges to help promote a marine conservation programme known as ‘Project Ocean’. The company was called upon to produce an extensive range of graphics, including a preview and teaser campaign based on digitally printed window films featuring oceans of swimming fishes and forks, together with images of the sea.
For this opening promotion BAF chose a PVC free, eco friendly film to wrap the windows, which was removed from the display after five days. When ‘Project Ocean’ was actually launched, the windows revealed seaside, ocean scenes and backdrops showing the marine theme.
‘Project Ocean’ is the result of a collaboration between Selfridges and environmental organisations including The Zoological Society of London (ZSL), the Marine Conservation Society and Greenpeace, to engage people in marine conservation. Through a five-week programme of events during May and June in Oxford Street’s Ultralounge, Selfridges has aimed to increase awareness on eating more sustainably and supporting marine protected areas. The stylish department store has also launched a fund raising initiative in order to set up the Selfridges Marine Protected Area as part of ZSL’s chain of protected reefs in The Philippines.
“Adhering to Selfridges environmental vision, we decided to embark on this awareness project and convey its key message through window displays and creative graphics printed onto environmental friendly materials,” said Abi Shapiro, production manager at Selfridges.
“We have been working with BAF Graphics for many years and can count on them as a reliable supplier because of their knowledge and proactive approach. BAF Graphics was able to accommodate all of our requests and perfectly meet our tight deadlines without compromising on quality. Once again, it has exceeded our expectations.”
“Following the brief given by the visual merchandising team at Selfridges, we researched the best eco-friendly materials which matched excellent performance with sustainable features,” added Dan Chang, account director at BAF Graphics. “We decided to use the 100% recyclable Dufaylite and Forex Smart substrates, which fall within our environmental range of products. We printed directly onto these substrates using our Durst Rho 600 and the brand-new Oce’ Arizona XT550 UV inks based digital printing equipment”.
BAF Graphics also produced the graphics for some interactive windows which integrated print with digital signage. Finally BAF’s team created a ‘Whale Rodeo’ area within the store, fitting out a wall made of MDF which had been covered with a backdrop showing unusual ‘Whale Rodeo’ themed graphics.