Kenzo is taking pieces from its NOFISHNONOTHING capsule collection to Paris and housing it in a cool digital pop-up shop. 

The space on 11 rue Debeylleme is not your ordinary pop-up, though. The store will offer innovative digital experiences, mainly in the form of a huge digital aquarium screen. The screen will allow access to Kenzo's online shop. And get this: For every item purchased, a virtual fish is added to the aquarium. Up for grabs are sweatshirts, tank tops, a wallet, a backpack, and a crop top for the ladies, all with the the NOFISHNONOTHING branding. 

The pop-up is now open, and will run until March 27. Stop by if you can. If not, support the cause and save some fish by heading to Opening Ceremony's website to purchase. A portion of the proceeds will go to charity to help solve overfishing.  

[via Vogue Paris]