Selfridges has unveiled a four-week retail experiment at its Oxford Street store, calling the British luxury department store the “greener store of the future”.
The “supermarket” in “The Corner Shop” offers visitors a “creative playground” consisting of on-demand 3D printing technologies and educates them on how innovative materials are made. The showroom will also showcase new ownership concepts and artworks made from non-fungible tokens (NFT) that can be purchased in the store.
By examining future shopping habits, the fashion retailer hopes the supermarket experience will open up a discussion about consumption and physical ownership. The launch is part of the creative theme “Superfutures” with which Selfridges 2022 explores the design of the future.
Various actions by brand partners were curated for the exhibition, including Parley for the Oceans’ 2.3-metre-tall robot, which uses 3D printing to transform plastic pollution into useful objects such as household goods and clothing.
Designers and brands such as Iris Van Herpen, Jean Paul Gaultier and Crocs will also showcase a range of sustainably manufactured products, while other collaborations will explore the development of forward-thinking materials.
“With this year’s creative theme ‘Superfutures’ we explore the future of retail and invite customers to join us. With our Project Earth commitments at its heart, Supermarket brings our vision of a store of the future to life, offering on-demand products and items made from forward-thinking materials like pineapple leather,” said Emma Kidd, Active Creative Director at Selfridges.
The supermarket at The Corner Shop runs until April 30th
This translated and edited post previously appeared on FashionUnited.uk.