In 2010 London was chosen for Elephant Parade, with 250 art elephants being designed by Marc Quinn, Lulu Guinness and Diane von Furstenberg and many others. The event became London’s largest outdoor art event on record and truly captured the public’s imagination, reaching an audience of 25 million people, generating over 500 national and international press features and 10 radio and primetime TV hours. The celebrity auction, that was held in June 2010, resulted in over GBP 4 million and secured a vital area of elephant habitat in Kerala, India. The showpiece of the auction was made by Jack Vettriano and attracted the highest bid of GBP 155,000.
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