The principle is pretty much the same as that used by those people who turn up at children’s parties and twist balloons together to make poodles and giraffes, but artists Jason Hackenworth had taken it to a whole new level, creating a new paradigm. Instead of instantly recognisable mammals, Hackenworth creates forms that look like creatures you might see under a microscope swarming on a slide, or ones that tend inhabit the bottom end of the food chain. The fact of the matter is that the organic forms that he creates actually comes about as a result of the very specific methods and strictures he imposes upon himself: ‘The process I use to create the works is a kind of hyperbolic geometry – that’s the way shells form – it’s a stacking of one triangular shape upon another, until they form an infinite spiral. I use this basic principle in creating these forms and it’s a kind of engineering process combined with the ability to twist these balloons into these big shapes and embellish them in little ways, so that to many people they look like sea anemones or other creatures like that. All of my work ends up being very organic because of this.’ And now Hackenworth has brought him unique forms to the UK, but not in the rarefied atmosphere of a gallery, but in the middle of one of London’s busiest shopping emporiums – Selfridges. He has taken over the central atrium as part of the stores latest campaign, Project Ocean, aimed at educating people about dwindling fish stocks around the world.

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