Wieden & Kennedy reveals Selfridges window designs

The windows, situated on the west-facing side of the landmark building, aim to celebrate 100 years of the store by fast-forwarding 100 years into the future to 2109.

Launching on 3 July, the "Future A-Z" installation takes an existential look at the way we might lead our lives in the future through the objects that may become the essential products of future generations' lifestyles.

For example, O is for Orator-Mal, a product that translates what your pet is saying, while P is for Porta-womb which enables mothers to "retain their figure throughout pregnancy".

A teaser viral encourages consumers to enter the competition that runs alongside the window display, inviting people to come up with ideas for the letter X.

The public can make their pitch for the letter by sending their ideas by mail or applying online at www.selfridges.com/ideax  by 26 July.

The winning idea, selected by a panel of Selfridges judges, will be displayed in the window from 8 July.

In the Gallery:

K is for KNITTED DNA – A method for DNA reconstruction using experimental yarns.

O is for ORATOR-MAL – This animal translator interprets up to 12 different dialects. 

P is for PORTA-WOMB – A method for retaining your figure throughout pregnancy with a convenient cord tidy.

W is for WALKING BAG – Walking Bags can follow you round the store and all the way home.
    
Z is for ZERO-GRAVITY PAINT – Enables consumers to give any object instant zero-gravity properties.