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Brief Published: 2 Jan 2014

Selfridges Imagineers 2014 Retail Promo

Selfridges Festival of Imagination

UK department store Selfridges has revealed plans for its first storewide creative concept of 2014: a six-week programme dubbed the Festival of Imagination.

Conceived to encourage imagination and creativity among its consumer fan base, the concept will be anchored in a series of talks and events that will take place in a custom built ‘Imaginarium’, designed by legendary Dutch architect, Rem Koolhaas.

Key events will include:

  • An in-store installation from British fashion designer Gareth Pugh will launch on January 6 to coincide with the opening of the biannual London menswear catwalk shows. Built by London-based virtual reality specialists Inition, the store has promised that the installation, titled Monolith, will be “virtual reality in a way never before showcased in a retail environment”.
  • UK-based collective Lost Lectures (which specialises in delivering presentations from unusual locations on just about anything – from pick-pocketing to neuroscience) will organise talks held in the Imaginarium. Speakers already lined up include UK poet laureate Carol Ann Duffy, and Academy award-winning producer Simon Chinn – the filmmaker behind the documentaries Searching for Sugar Man and Man On a Wire.
  • London-based cultural enterprise The School of Life will hold a ‘Dance Party’ workshop led by psychologist Dr Peter Lovatt – exploring emotional and chemical reactions to dance and movement. A further workshop is scheduled with London-based artist, writer and curator Cathy Haynes, who will propose daydreaming as a method of triggering creative thought.
  • Selfridges will also address the role of creativity in connection to sustainability. Suzanne Lee from London design consultancy BioCouture will demonstrate the potential of bio-manufacturing as a potential future method of materials production.

For more on Selfridges’ creativity fuelled and socially oriented commercial strategy, see The Selfridges Effect, Project Ocean: Retail Activism in Action, Quiet Branding and Eco-Ethical-Sustainable in The Future of the Store Industry Trend.