Selfridges Design & Branding ‘FUTURE A-Z 2109’ WINDOW INSTALLATION by Wieden + Kennedy London

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market United Kingdom
Agency Wieden + Kennedy London
Creative Director Kim Papworth, Tony Davidson
Creative Sophie Lewis, David Bruno, Tom Seymour
Designer Guy Featherstone
Released July 2009

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: SELFRIDGES
Product/Service: SELFRIDGES
Date of First Appearance: Jul 1 2009 12:00AM
Creative Director: Tony Davidson (Wieden + Kennedy)
Creative Director: Kim Papworth (Wieden + Kennedy)
Creative: David Bruno (Wieden + Kennedy)
Creative: Tom Seymour (Wieden + Kennedy)
Creative: Sophie Lewis (Wieden + Kennedy)
Designer: Guy Featherstone (Wieden + Kennedy)
Account Director: Katherine Napier (Wieden + Kennedy)
Media placement: Temporary Exhibition - Selfridges & Co Window - 01/07/2009

Describe the challenges and key objectives
The installation was designed to appeal to the general public. The idea needed to work visually, primarily, but we were keen to include a number of layers within it for anyone who wanted to spend more time browsing. We also wanted to include some consumer participation which would be a first for a Selfridges Window.

Describe the brief from the client
Selfridges London were celebrating their 100th anniversary and asked us to design a Window Installation for them, specifically the four Wonder Room Windows on Orchard Street. We were briefed to come up with an idea that reflected an ‘alternative vision of domestic utopia in 2109.’

Describe how you arrived at the final design
The idea was to create a ‘Future A-Z’ of fantastical inventions that would be on sale in 100 years time. We wanted to subvert the idea of a window display, which showcases what a store has to currently offer, and play with the idea of ludicrous consumer desires in 2109. Will we all be shopping for designer organs, or portable wombs in the future? For the consumer participation we created a competition for the public to enter an idea for the missing letter X, where by the winning concept would be made into a working model to complete the alphabet.

Give some indication of how successful the outcome was in the market
The installation ran for 8 weeks over the summer and the reaction from both public and press was overwhelming. We received hundreds of entries, both in-store and on-line, for the missing letter X competition. The budget for design, creation, build, and install was only £10,000.