De-Chairification of Damien Hirst.
An English artist turned a fundraising project, intended to raise money for the preservation and maintenance of the Royal Parks of London, in into his personal design venture.
The Royal Parks are owned by the monarchy of the United Kingdom, but the public can use the parks for recreational purposes for free (until the royals change their minds). They are the largest green spots in the city of London. Here is a link to the The Royal Parks – Birdwatchers flickr photo pool which gives an overview of what kinds of bird-life you can find in the parks.
The parks have 37mil visitors a year. Recently the government cut some of the funding targeted for the maintenance of the parks. The public reacted by founding the Royal Parks Charity Foundation which begun to raise funds to maintain the parks. They turned to some popular English artists for help. Each artist they contacted designed a canvas pattern for a deck-chair model. Some of the custom chairs where produced by the hundreds and later on sold to raise funds.
The Deckchair Dreams project invited Mr. Hirst to design a deck-chair canvas too.. After his chairs where auctioned to benefit the charity, the artist started to sell the chairs trough his own business for higher prices! He used the auction to marked his design and went for personal profit after the show was over.
Thanks for Päivi for the tip. More details via Flovorwire.