Students at Central Saint Martin's College have come up with an awfully shrewd way to finance next year's design show, whilst causing quite the social media frenzy. Worth? is the world's most expensive pop-up shop, selling 940 limited edition objects, designed and manufactured by 94 second year Design and Interaction students, the only trouble is, each product starts with a £1 million price tag.

However, every time Worth? is shared via Facebook or Twitter, the price of everything in the shop is reduced. The sharing has been open for just under two weeks and at the time of writing this article the price is down to £20,474 - the traffic to the site was so congested that it crashed the university servers 2 days in. Having amassed almost 2 million impressions on Facebook alone, entirely through earned media (the publicity budget was a whopping £0) the experiment has already surpassed expectations for using social media as a self-propagating marketing tool.

We spoke to Ben Silvertown, one of the designers behind the project, he said "Worth? pop-up is an experiment in terms of both its message and its marketing. We're being fairly ambiguous on purpose. Our intentions are not just to directly comment on the value of objects or art, but rather to instigate others to question what value really is. Who defines it and what makes objects really "worth" what they cost."

In effect, the consumer is dictating the price of the product on the back of a truly original publicity stunt. There is an undisclosed reserve on all the products so you won't be able to pick anything up for free but the way things are going you look set to get a bargain.  The location of the pop-up is still top secret, the only way to get wind of it is to share, and share alike; it's in everyone's interest.