High Street

Selfridges unveils ‘shop of the future’ concept store

By experimenting with new ideas and models, Selfridges said it ‘will examine future shopping habits, with the aim of opening a conversation around consumption and physical ownership as Selfridges looks to reinvent retail through its sustainability strategy, Project Earth’

Selfridges has announced its new “shop of the future” concept, ‘Supermarket’, a four-week retail experiment at The Corner Shop in its Oxford Street store.

By experimenting with new ideas and models, Selfridges said it “will examine future shopping habits, with the aim of opening a conversation around consumption and physical ownership as Selfridges looks to reinvent retail through its sustainability strategy, Project Earth”.

The Corner Shop will be transformed into an exhibition space, where visitors can watch 3D printing in action and discover how innovative materials, such as products made from atmospheric carbon, are created.

The Supermarket concept will also introduce new ownership concepts and NFT digital artworks available to purchase in store.

It will feature brands such as Iris Van Herpen, which will display a series of exclusive shoppable laser cut corset belts and made-to-order dresses utilising recycled ocean plastic, and Crocs, which will utilise over-stock to create real-time tailor-made designs by artist, Tejumola Butler Adenuga.

Selfridges acting creative director, Emma Kidd, said: “Through this year’s creative theme, Superfutures, we’re examining the future of retail, inviting customers to join us.

With our Project Earth commitments at its heart, Supermarket brings to life our imagined future shop, offering products on demand as well as items made from future facing materials such as pineapple leather. We’re excited for our customers to explore Supermarket and hope to spark thoughts and conversation around consumption and physical ownership.”

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