An experimental shop of the future in London
Selfridges looks to reinvent retail through its sustainability strategy 'Project Earth'
SUPERMARKET – an earth conscious shop of the future – was unveiled by Selfridges at the start of April. Customers were able to explore a creative playground in The Corner Shop in Selfridges Oxford Street store where printing on-demand, cutting-edge materials and sustainable innovation came together, bringing future-facing fashion, art and food to all.
“Through this year’s creative theme, SUPERFUTURES, we’re examining the future of retail, inviting customers to join us. With our Project Earth commitments at its heart, SUPERMARKET brings to life our imagined future shop, offering product on demand as well as items made from future facing materials such as pineapple leather. We’re excited for our customers to explore SUPERMARKET and hope to spark thoughts and conversation around consumption and physical ownership”, said Emma Kidd, Selfridges Acting Creative Director.
Find out more here.