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Brief Published: 3 Feb 2012

Selfridges’ Literary Leanings


UK-based art and design publication It’s Nice That has teamed up with London department store Selfridges to create Words Words Words – a seven-week celebration of all things literary. The event supports a growing trend for both slow retail (see our report: Slowing the Journey), and store concepts infused with cultural cachet (see Louis Vuitton’s cinematic maison, launched last month in Rome).

It’s Nice That has taken over four of the Oxford Street store’s windows, furnishing the retailer’s showpiece corner window with a 14-ft high wooden ‘Word-A-Coaster’. The installation sits within a colourful ball pit filled with 30,000 balls containing fortunes for 2012 that customers can take home with them. Other installations have simply been embellished with the word ‘words’, interpreted in three different ways by UK artists and designers Ben Long, Chrissie Macdonald and Giles Miller.

The windows accompany a roster of other literary-themed spaces and events throughout the store. Its Ultralounge, which has been transformed into a bibliophile’s paradise with a well-stocked library of books, will also play host to a series of workshops and talks on writing and communication.

Words Words Words runs until 1 March 2012.


It’s Nice That