Selfridges time-travels into the future as part of centenary celebrations

by Lawrence Charles-Kay, marketingmagazine.co.uk 03-Jul-09, 12:30

LONDON - Selfridges is launching a window installation this week which imagines life in 100 years' time as part of its centenary celebrations.

The Wieden + Kennedy-created display, called ‘Future A-Z, consists of 26 fantastical inventions, including airbag cycle helmets and designer organs. Rather than looking at its past, the retailer is giving consumers a glimpse of what things could be like in 2109.

Selfridges is running a competition offering the public the chance to create the ‘X' invention. The winner will receive a £500 Selfridges gift card and have their name featured on the window along with their invention from August. The competition will also be promoted via a viral film on the retailer's website.