Selfridges’ Immersive Summer Exhibition Is Here

When it comes to London’s legendary retailers, Selfridges has always set itself apart from its competitors by elevating the shopping experience with innovative projects. For its annual summer exhibition, Oxford Street’s big, yellow landmark continues to reinvent retail with SUPERFUTURES, an immersive experience that promises to disrupt, provoke, and inspire as it explores how the future might look. Created in partnership with Berlin-based agency Reference Studios, the collaboration will see 13 experimental installations displayed throughout the shop's floors, along with a virtual tour on Selfridge's website so you can experience it anywhere.

The exhibition was curated by Agnes Gryczkowska, formerly at the Serpentine Gallery, who has enlisted designers, artists, and brands to create experimental displays. Some of these leading creatives include Gentle Monster, Ottolinger, musician Sevdaliza, and multimedia artist Joey Holder. Among the various works that will be set up throughout the store’s nine floors will be sculptures by Estonian artist Katja Novitskova that explores the relationship between technology, biology and ecology, along with oil-drill-shaped Murano glass sculptures by Kuwaiti visual artist Monira Al Qadiri. The summer-long event will also feature events, workshops, and talks including a panel discussion chaired by critic and ureter Hans Ulrich Obrist.

For curator Gryczkowska the exhibition is about exploring the potential of the future, rather than the spectacle of the idealised and unknown. 'SUPERFUTURES is a reaciton to a moment in history' she Gryczkowska. 'A moment in which the future and diversity of our planet is pulled into question.'

These sentiments are shared by Selfridges' acting creative director Emma Kid who explains, 'We aim to challenge our own mindsets, along with those of our customers, thinking deeply about what sort of future we might want, and the steps we need to take today, in order to live in a brighter tomorrow.' For both of them, the one-of-a-kind exhibition is about inspiring viewers to think about how they can shape the world through with the choices they make in the present.

SUPERFUTURES is on now until 16 October with guided tours available for booking on Selfridges.com.