To kick off 2012, we art directed and produced four of Selfridges’ famous window displays. The displays were to coincide with the iconic store’s ‘Words Words Words’ season for its six week duration. For the showpiece corner window on Oxford Street, we collaborated with interactive designer Stewdio to create ‘The Word-A-Coaster’ a playful fortune telling machine. The 14-foot high wooden rollercoaster (constructed by model makers Atom) was surrounded by a sea of 30,000 brightly coloured balls each filled with a unique fortune. The fortunes took the shape of a small, editioned card emblazoned with an adjective, generated by a computer script. The balls were available for free in-store and left each shopper with their own prediction for 2012. To complement the corner window, we worked with three designers to create a physical interpretation of the word ‘Words’; Ben Long, Chrissie Macdonald and Giles Miller.
‘The windows are easily among the most ambitious we have ever attempted at Selfridges. Filling one window with over 30,000 balls and a kinetic sculpture, comprised of a track on which they could circulate, was exquisitely terrifying for our production team. The idea, however proved to be ingenious and the installation was a huge crowd pleaser. The team were consummate professionals but they certainly know how to bring the fun to the table and gave us a set of most extraordinary windows to launch the new year.’ Windows and Concepts Manager, Selfridges