SELFRIDGES
Role: Senior Designer
Agency: Selfridges
Location: Oxford Street
I worked with Selfridges to design windows to launch their new eyewear department, the largest in Europe. The windows were influenced by the graphics style of Benedikt Luft, who created a digital animation for the launch. I designed three windows for the launch that ran concurrently down Duke Street. The windows needed to feel playful and engaging enough to make passers-by stop and watch the animation. I explored a minimal palette of materials and colours that would complement the primary colours of the animations. The internal team at Selfridges executed the build, which opened alongside the new glassware department.
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A composition of cut-out shapes taken from the animation style. A cut-out shape is integrated into a foam plinth. A large plywood frame supports applied acrylic shapes shapes Foam plinth with acrylic top adds a playful touch.
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