Kenzo Creates an Aquarium to Highlight the Harms of Overfishing
Jamie Danielle Munro — March 26, 2014 — Art & Design
Kenzo, a clothing company based in Paris, has just opened up a pop-up installation shop that sheds light on the dangers of overfishing. Passersby can see the interactive virtual aquarium, and also buy shirts to support the Blue Marine Foundation.
The pop-up consists of an aquarium with little fish swimming around from side to side. However, as time goes by these fish start to disappear, and the only way to get them back is if consumers purchase a t-shirt. Once this is done the fish start to multiply again, and the process is repeated. Considering the dangers that can be caused by overfishing, Kenzo does a great job here to highlight the issue, while also interacting with their customer base.
The pop-up consists of an aquarium with little fish swimming around from side to side. However, as time goes by these fish start to disappear, and the only way to get them back is if consumers purchase a t-shirt. Once this is done the fish start to multiply again, and the process is repeated. Considering the dangers that can be caused by overfishing, Kenzo does a great job here to highlight the issue, while also interacting with their customer base.
Trend Themes
1. Interactive Virtual Aquariums - Brands can utilize interactive virtual aquariums to raise awareness on environmental issues and drive customer engagement.
2. Cause-related Marketing - Businesses can leverage cause-related marketing campaigns to support and raise funds for environmental initiatives.
3. Gamification for Social Impact - Using gamification techniques, businesses can incentivize customers to take action and make a positive impact on environmental issues like overfishing.
Industry Implications
1. Fashion and Apparel - Fashion brands can integrate environmental activism into their marketing strategies and product offerings to engage customers and drive social change.
2. Experiential Retail - Experiential retail spaces, such as pop-up installations, can be used to create immersive experiences that educate and inspire customers about important environmental causes.
3. Conservation and Environmental Organizations - Conservation and environmental organizations can collaborate with brands to create interactive experiences that raise awareness and support their conservation efforts.
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