MULTIPLEX – The department store of the future?
Tom Dixon and Wallpaper present in collaboration with Selfridges, the department store of tomorrow as part of the London Design Festival. While the layout might be similar to Selfridges next door, the cavernous industrial space of the disused 20.000 square foot Old Selfridges Hotel, provides a more immersive shopping experience, never knowing what to expect around the next corner, every new space a discovery. From Fashion to Food, Ideas to Beauty, Art to Technology, a pop up photography studio to an art gallery, MULTIPLEX has something for everyone.
Instigated by Tom Dixon the pop up department store is built around the contributions of its collaborating brands, bringing their own ideas and experiences to the event. These include Swedish synth makers Teenage Engineering, British Eyewear Brand Cubitts handmaking charcoal and concrete frames in-store for customers, bespoke Mascara by Eyeko, Haeckel’s all-natural Margate-made fragrances and invention kickstarting platform Mindblower.
MULTIPLEX aims to show and make the visitor feel a potential shopping experience of the near future and certain trends are well presented. We find that from exclusivity to high quality craftsmanship as well as innovation in technology and bespoke services, the shopping experience of the future involves all senses.
The concrete wrapped in silver foil adds a futuristic element to the space while the eclectic mix of more than 30 international brands and designers all add their personal touch.
If MULTIPLEX is the department store of tomorrow, than tomorrow cannot come soon enough.
Report by Carlotta Corvi and Simone Eder