Spring 2013
Traditionally the windows for January at Selfridges would be intended as a soothing palette cleanser after Christmas excess. The storewide scheme No Noise took this idea and extrapolated it to its fullest extent.
Centred around mindfulness, which was a fairly new concept at the time outside of the meditation community, the store commissioned events and spaces that would embody stillness, quiet, and calm.
The windows were designed to complement these ideas, but with humorous and artistic twists. Taking inspiration from Fluxus artists such as Yoko Ono, as well as the composer and thinker John Cage, the pared down, thoughtful, but also playful windows for this scheme were a joy to compose.
The second strand of windows were designed around specially commissioned ‘de-branded’ product for the scheme from traditionally branding-heavy fashion, technology, and homeware heavy-hitters such as Beats by Dre, Heinz, and Selfridges themselves, with their de-branded shopping bag.
For Beats, I remember sitting at my desk late one night and thinking, OK, what amazing experience has no sound. Channelling Yoko Ono, I had my answer - a sunrise. Our production team got to work filming assorted sunrises to be shown on monitors in a window, with de-branded Beats By Dre headphones plugged into them.
Initial sketches of windows by hand.
Fallen Selfridges bag logo letters on the floor was the idea of
James Barnett, and is the buttoner on this entire window scheme.
All photography ©Andrew Meredith
London
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