The Power of Imagination

by tappingthroughtheheel

The start of 2014 has seen department store giant Selfridges transform into a portal of the creative mind!
Selfridges are exploring the power of imagination…


Inspiring events, future-gazing concepts and innovative products,
Open your mind. Be ready to explore…

For the festival of imagination Selfridges, Oxford Street, London have transformed each window into the inner workings of the minds of their ‘imagineers’, a hand picked group of celebrated and emerging creatives. Each imagineer will also host a fascinating talk in the newly installed imaginarium within store during the festivals line up of events over the coming weeks. Two windows really captured my eye and imagination …


Artists Ruth Gibson and Bruno Martelli, a.k.a. Igloo, strive to examine the relationship between the natural and artificial.
For this window Igloo re imagine traditional camouflage with tribal markings for invisible performers, concealed within the pattern and activated by a specially designed app.
This window lets the consumer not only imagine but also  interact something with intrigues and excites us all.


Vitamins is a design and invention studio, that creates unexpected, elegant, deeply relevant solutions full of wonder.
For this window Vitamins have created a static animation which comes to life as you walk past the window, a simple piece of paper floats in the air, transforming into a plane as the viewer walks down the street.
Combining historical animation techniques with state of the art 3D printing brings together new and old creating a unique experience for the passerby.

I intend on visiting Selfridges, Oxford Street, London before the festival ends and will no doubt pop into the Bullring store to see what imaginary interests they have going on…

To find out more simply click the link below for all the information and to find out about Selfridges quest to find the next big retail idea…