Selfridges, a luxury department store, has revealed a four-week-long retail experiment at its Oxford Street location. It envisions “an earth-conscious store of the future”.
The ‘Supermarket’ is located at The Corner Shop. It allows visitors to discover a “creative playground” that offers 3D printing on demand and teaches them how to make innovative materials. You can also find artwork and new ownership concepts in the exhibition.
The Supermarket experience will examine future shopping habits and open up a dialogue about consumption and physical ownership. This launch is part of Superfutures, the retailer’s ongoing creative theme for 2022. Selfridges will continue exploring the making of the future through this initiative.
A variety of activations from brand partners were curated for this exhibition. Parley for The Oceans’ robot measuring 2.3m tall, which uses 3D printing to transform plastic pollution into useful objects like clothing and homeware, is one example.
Crocs, Jean Paul Gaultier, and Iris Van Herpen will display a range of sustainably produced products. Further collaborations will focus on the development of future-facing materials.
Emma Kidd, Selfridges’ active creative director, stated in a press release: “Through the year’s creative theme, Superfutures we’re examining how retail will evolve and inviting customers to come along with us.” Supermarket, which is based on our Project Earth commitments, brings to life our future shop. It offers product on-demand as well as items made of future-facing materials like pineapple leather. We are excited for customers to explore Supermarket. We hope to spark conversations about consumption and physical ownership.
The Corner Shop Supermarket will be open until April 30, 2022.