In the hopes of raising money for London's iconic Olympic Park, sport accessory designer Madison and Bell are auctioning off one-of-a-kind helmets and intend to revitalize the aging, underfunded park region.
Redesigning and building 26 miles of parks through London's busy Queen Elizabeth Olympic Park will be no easy task, yet it's the hope of incumbent mayor Boris Johnson. As part of his initiative, bicycle supplier Madison and Bell has donated many of the company's helmets to be customized by well-known Londoner artists Tracey Emin, Marc Quinn and Peter Blake. The result of their cooperation is an auction that will sell off the hand-crafted helms in order to raise money for the eco-friendly urban plan. Thus far $156,000 has already been raised -- though it's not an awe-inspiring amount, it means one more rugby pitch or another swing set to have fun on.