tom dixon opens a multi-sensory temporary department store…
is this going to be the future of departemtn stores? we do not have an answer to this but thought it is worth sharing…
british designer tom dixon has partnered with selfridges to open a multi-sensory temporary department store at the old selfridges hotel in london. the multiplex department store hosts fashion, fragrance, technology, furniture, accessories, beauty and food from a collection of more than 30 international brands and designers. tom dixon’s machine component-shaped cog lights and reflective brew coffee sets are also among the collection of products on display.
the shop inhabits the disused 20,000-square-foot old selfridges hotel space, which is attached to selfridges’ flagship oxford street store. HTC previously converted the space into a temporary skatepark. the concrete interiors have been draped in folded silver foil hangings, which according to dixon take their reference from the international space station and the toilet in artist andy warhol’s infamous new york studio, known as the factory.
dixon explained he’d been “pestering” selfridges for two years for an opportunity to do something with the space. he described the installation as an attempt to reclaim the world of retail from the ever-growing threat of online stores, and a chance to create a more engaging environment.
the collections on display at multiplex are eclectic, from haeckel’s all-natural margate-made fragrances, to british eyewear brand cubitts, which will be hand-making charcoal and concrete frames in-store for customers.
the mix of products came about through “organic growth” – a mix of bringing together dixon’s network of contacts, and cold-calling promising brands and designers. an in-store photographic studio has also been set up, in partnership with spring studios, and apple have provided macs for a co-working space.
multiplex will remain open until 15 october 2015, as part of this year’s london design festival, which takes place from 19 to 27 september.
as seen on dezeen.com