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Brief Published: 7 Apr 2011

Urban Growth at Selfridges


To celebrate the start of spring, London department store Selfridges has launched Grow! – an urban gardening pop-up in its Concept Store space.

The aim of Grow! is principally to showcase innovative, under-the-radar gardening products and techniques, such as Seedbom grenades, as well as products made by British guerrilla gardening activist Richard Reynolds and his associated band of guerrilla gardening experts.  

Selfridges has also worked with Reynolds to create a window installation which features a photographic celebration of his previous projects. The store’s initiative reflects the ever-increasing popularity of urban agriculture, not to mention giving Selfridges a chance to showcase its own eco-credentials.