The luxury department store Selfridges will be showing an exhibition in the store as part of its “Superfutures” concept in 2022, parallel to the Reference Festival in Berlin.
The exhibition, which will be on view at the London branch from July 14th to October 16th, comprises 13 experiential spectacles by selected artists and brands such as Ottolinger and Gentle Monster. The installations aim to encourage clients to think about the way people live today and what the future holds for them if we don’t change, while presenting a possible hybrid future.
“Superfutures is a reaction to a moment in history,” says Agnes Gryczkowska, Guest Curator of Reference Festival. “A moment in which the future and the diversity of our planet are being questioned, while socio-political changes seek to reinforce hierarchies and homogeneity , the exhibition proposes a future that is a hybrid – a rhizomatic queerness and a desiring machine.”
Highlights of the exhibition include sculptures by Estonian artist Katja Novitska exploring the relationship between technology and biology, and a video work by Jakob Kudsk that proposes a future where data and biology are fluidly connected.
“With the Superfutures exhibition, Selfridges continues its journey of reinventing retail, this time in a more philosophical sense,” said Emma Kidd, Deputy Creative Director at Selfridges kind of future we want and what steps we need to take today to live in a better future.”
This translated post previously appeared on FashionUnited.uk.