Selfridges – SUPERFUTURES
SUPERFUTURES saw Selfridges experiment with possible futures, trying on new lifestyles and ideas with brands, our future generations and the Selfridges community. Exploring new and innovative ways to reinvent retail and ask – and respond to – challenging questions about how we want to live.
Art Direction – 3D: Sucuk Und Bratwurst. Video: James & James. Photography: Lukas Wassman.
360 – Digital (.com/social), OOH/In-store, Print
Inside the SUPERMARKET – The Corner Shop at Selfridges, London
SUPERMARKET Wayfinding – Orchard Street, London
SUPERFUTURES
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SUPERFUTURES 🌐
As Selfridges continues to experiment with innovative ways of reinventing retail, the brand invited their customers to play with possible futures and explore new ways of being that are kinder on the planet. Enter SUPERMARKET: an experimental concept store in The Corner Shop at Selfridges London with 3D-printing robots creating everything from juicy plant-based steaks to lightweight handbags and recycled plastic furniture on demand.
![2022_SF_CH2_LDN_Product_Poster_420x630mm_OL[12399]_front.jpg](https://images.squarespace-cdn.com/content/v1/6190009b8492e70dd5c095e3/306d4249-8356-45aa-9427-a07334bba4a5/2022_SF_CH2_LDN_Product_Poster_420x630mm_OL%5B12399%5D_front.jpg)
![2022_SF_CH2_LDN_Product_Poster_420x630mm_OL[12399].jpg](https://images.squarespace-cdn.com/content/v1/6190009b8492e70dd5c095e3/ed6664ff-5e7d-4956-b121-2fa8bff6dcb6/2022_SF_CH2_LDN_Product_Poster_420x630mm_OL%5B12399%5D.jpg)
SuperMarket: Shopping The Future With…
To celebrate this first-of-its-kind concept store, we passed the mic to our future generations to quiz Parley From The Ocean on their processes and ideas. Founded by the pioneering, award-winning product designer Cyrill Gutsch, Parley For The Oceans is a global network of creatives and activists united by a mission to end marine plastic pollution in the oceans.
Jelani, aged 9, wearing night vision VR goggles.
Luna, aged 5, in the self driving chair.
Niyah, aged 8, wearing booster boots.
Windows into our future
As part of SUPERFUTURES at Selfridges, we called upon children aged 5–12 to dream up what the future could be. Posing a series of ‘What if…?’ questions, we asked the children to send us their illustrations and descriptions of their visions for the future, which were then used as inspiration for the window displays across Selfridges stores. Shona Heath, the world-renowned set designer who is known for her fantastical dreamlike worlds that have adorned the pages of British Vogue, AnOther Magazine and Dazed & Confused (to name a few), collaborated with the Selfridges Windows team to turn the children’s ideas into wonderfully whimsical visual displays.
