24 Jan 2022

Selfridges calls on BAF Graphics’ digital printing expertise to help promote its marine conservation campaign


BAF Graphics has been bought on board again by the glamorous London landmark, Selfridges Ltd, to effectively promote the department store's “Project Ocean” campaign.

‘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 taking place during May and June in Oxford Street’s Ultralounge, Selfridges is aiming 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,” comments Abi Shapiro, Production Manager at Selfridges Ltd.

She adds, “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.”

BAF Graphics was commissioned by Selfridges 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.

“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,” comments 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. Dufaylite is a lightweight rigid composite board bonded to a recycled paper honeycomb core sourced from sustainable forests, while Forex Smart is a lightweight and strong rigid non PVC board. 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.

Dan concludes, “We have devised an eco-friendly solution which perfectly dovetails with the Project Ocean awareness campaign Selfridges was eager to run. BAF Graphics is committed to offering its clients alternative solutions for products and processes that have a less harmful impact to the planet. As a result, we are pleased to work with Selfridges as it gives us the opportunity to reinforce our commitment to the preservation of the environment.”