W&K lands brief to celebrate 100 years of Selfridges

LONDON - Wieden & Kennedy London has picked up a brief to create an installation in Selfridges & Co's flagship London store, following a pitch against a number of artists and designers.

Selfridges...Wieden & Kennedy picks up 100th birthday task
Selfridges...Wieden & Kennedy picks up 100th birthday task

The agency will now design and dress all the windows on the West-facing side of the Oxford Street building.

To celebrate 100 years, Selfridges has briefed W&K to come up with a design that depicts what the store could look like in another 100 years, creating an ad hoc vision of domestic design utopia in 2109.

The windows, which will be unveiled in July, form the frontage for Selfridges’ Wonder Room, an area of the store dedicated to luxury designers.