products of the future

Selfridges_window

Some more examples of our concepts for 'Selfridges Future A-Z 2109', an installation in the famous Oxford Street department store's windows as part of their hundredth anniversary celebrations. Each letter of the alphabet is represented by a product that we imagine Selfridges might sell in 100 years' time.

Happy fruit
H is for HAPPY FRUIT
100% natural antidepressant. Packed full of serotonin, the natural
antidote to S.A.D., global sadness and other depressive disorders.

Moon flowers

M is for MOON FLOWERS
Harvested from the Selfridges lunar fields. Flowers arrive fresh every
day. Gravity-proofed and naturally luminescent. Do not water.

Portawomb

P is for PORTA-WOMB           
Retain your figure throughout pregnancy. Unisex design. Convenient cord tidy. Ask for details at the Pop-Up Surgery.

Zero grav paint

Z is for ZERO GRAVITY PAINT
Give any object instant zero gravity properties. Ideal for moving heavy
items. Water soluble. Body painting should be approached with caution.

X

X Idea competition:
One letter is missing: the X. We're looking for ideas from anyone as to what future product could represent the 'X'. You can download an entry form from the Selfridges website or do your design on a postcard available from the Concept
Store in the Wonder Room on the ground floor of Selfridges on Oxford
Street.
Designs can be submitted via the entry box at the Wonder Room,
Selfridges London, sent by email to ideaX@wk.com, or by post to us at: Idea X
Competition, Wieden + Kennedy, 16 Hanbury Street, London, E1 6QR.

Selfridges A-Z 2109

Slide1 

In
February
Wieden + Kennedy London pitched and won a
project to design the Concept Store windows for Selfridges’ 100th anniversary.
The brief was “What will Selfridges be selling in 2109?” It was a great chance
to do some non-traditional creative work and satisfying to know that we beat
some top designers and artists to win the project.

The
outcome was the ‘Future A-Z 2109’, which officially launches on July 3rd.
We wanted to come up with something that
reflected Selfridges, the ultimate pleasure palace, in the future. The idea
allowed us to show a collective view of the future with a series of 26 ‘crazy
sensible’ future products, created by W+K. Thoughts range from the stupidly clever Airbag Cycle
Helmets through to the darker dimension of Designer Organs. (This concept was endorsed
by Vivienne Westwood.)
Here
are some shots of the installation.

Slide10

The
A-Z along Orchard Street.

Slide2

A is for Airbag Helmet. Instantly inflates on
impact providing 360 degree protection for any cyclist. Do not wear in bed.

Slide9

A passer-by admiring the window.

Slide8

As of all this wasn't enough, we
have come up with a competition where we are asking you, the blog-reading public to complete
our A-Z, since the letter X is missing. Can you think of what product the letter X could
represent in 2109? Download the template from the
Selfridges website and take a look at the teaser film.

The
winning IDEA X will be made and exhibited in the window, along with the other
25 letters, from Saturday 8 August until the end of the month. The winner will
also receive a £500 Selfridges gift card. Judges
include Dr Frances Corner – Professor of Art and Design Education at the London
College of Fashion, Patrick Burgoyne – Editor of Creative Review and Linda
Hewson – Selfridges head of creative.

A special thanks to the team at ATOM for all their support and
exceptional model-making.