Pure Ionic Water installed in Selfridges as part of this year’s #OneLess campaign

Pure Ionic Water, a product of WET Global Events, is a clean, re-mineralised, alkaline drinking water. WET Global Events was selected by the Selfridges Group to install a bespoke drinking water fountain in their flagship Oxford Street store this June. The specialist dispenser will deliver the unique alkaline anti-oxidant water, free of charge, to the public as part of the #OneLess campaign, an environmental initiative, to make London a single use, plastic water bottle free by 2021.

For the sixth year in succession, Selfridges’ retail activism campaign has committed to raising awareness of the danger plastic poses to the global ocean and to inspiring change amongst London’s businesses – urging them to remove all single use plastic water bottles from their offices or retail outlets. Following the success of the 2015 Selfridges Project Ocean campaign, which saw all single-use plastic water bottles removed from its stores – this year, Selfridges, international conservation charity the Zoological Society of London(ZSL) and Marine Partners are teaming-up to inspire the whole of London to follow suit.

The campaign was launched on 8th June, World Oceans Day 2016, with Selfridges holding a number of special events, including an evening stakeholder reception. The public is encouraged to purchase a re-usable bottle and then visit the store whenever they wish to refill their water bottle. WET Global Events designed the water fountain specifically for Selfridges and has worked closely with the department store to ensure the success of the campaign.

Alannah Weston, deputy chairman of Selfridges Group, who hosted the event on the evening of June 8th, said: “The Selfridges Project Ocean campaign has helped drive awareness and action to protect our oceans. With our latest initiative, we aim to create and implement innovative alternatives to single-use plastic water bottles. Our ultimate aim is to make London a single-use plastic water bottle free city by 2021. We hope London will join us on this incredible initiative.”

Michael Adams, CEO of WET Global Events said: “Playing such an important part in the #OneLess campaign is a significant step in our development. We’re extremely proud of our environmentally responsible approach to business. Over 2 billion plastic water bottles are disposed of every week, many of these bottles finding their way into landfill sites and the ocean. Anything that we can do to reduce that number is very pleasing.”