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Selfridges unveils its new window display ahead of reopening

Tom Shearsmith
08 April 2021

Selfridges has today unveiled its new window displays down London's Oxford Street, four days ahead of the department store reopening.

Inspired by the pleasure and optimism found in nature, the window display represents a large-scale visual interpretation of the store’s 2021 creative theme, Good Nature, across 20 windows.

Good Nature is a celebration of pleasure in nature, conceived with optimism for a future of restoration and growth, offering visitors physical and digital experiences responding to the natural world.

The window scheme is Selfridges most sustainable to date with the majority of materials used being recyclable or, when possible, recycled. This is in direct response to the store’s Project Earth initiative launched last August, which pledges to ensure the most environmentally impactful materials used throughout the business come from certified, sustainable sources by 2025.

Selfridges’ side windows on Duke Street feature are a colourful, abstract play on typical garden fixtures - including hosepipes and gnomes - against a backdrop of checkerboards and stripes, inspired by perfectly mowed lawns.

Selfridges has also commissioned British artist Jonathan Schofield to interpret the theme for three windows on Orchard Street. The artist’s mixed media installation features original artworks, digital screen prints and fabric banners.

When doors finally reopen on Monday, customers will be able to enjoy new and unique experiences, including a partnership with SoulCycle and an experience concierge, featuring a new gifting service offering specially curated experience packages from floristry workshops to indulgent pampering sessions.

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