Selfridges Oxford Street

Project Earth Pop Up

“Let’s change the way we shop”

— Selfridges Project Earth

Selfridges, a group always at the forefront of both creative innovation and sustainability, launched Project Earth in 2020 – a series of new commitments set to radically change their business. Encompassing the most exciting global design innovations, retail concepts and thought-provoking ideas in sustainability, Project Earth has set the scene for retail for decades to come. Kiehl’s stood as a standard-bearer for this landmark launch with a month-long promotional site at Selfridges Oxford Street.

The pop up featured a full eco-build, including materials such as wheat board panelling, homogenous paper graphics, 100% recycled and recyclable acrylic screens, and real living plants to boot – all natural ingredients within their products.

The site was designed, produced and installed by Echo House, and we could not be more proud of both our collaboration with Kiehl’s and Selfridges and for the opportunity to powerfully illustrate that promotional retail display can be sustainable. When the time came, the site was disassembled and either repurposed or recycled. As with all of Echo’s waste over the past decade, not one item went to landfill.