At London’s famous Selfridges, Tom Dixon presents MULTIPLEX, an immersive, multi-sensory department store of tomorrow
Held to coincide with four of the most important events on London’s creative calendar – London Fashion Week, London Design Festival, the BFI London Film Festival and the Frieze art fair – MULTIPLEX brings together design, technology, fashion, film and interiors to explore how the future of retail might look, sound, smell, taste and feel.
At MULTIPLEX, Tom Dixon and his multi-disciplinary collaborators create a new kind of retail space – where powerful experiences, bespoke services and unique products come together.
The event is hosted at The Old Selfridges Hotel, a 25,000-square foot-site attached to the iconic Selfridges department store in central London – awarded the world’s best department store three times consecutively since 2010. Visitors will be able to explore departments dedicated to technology, home, fashion, beauty, jewellery, as well as a food hall.
The site also hosts an eclectic range of events, installations, pop-ups and interventions. MULTIPLEX will act as a magnet for Londoners and the creatives who flock to the capital across this month.
Says Dixon: “The high streets are fighting a losing battle against the shift to online shopping, while eye-watering rents for prime locations squeeze traditional stores even further. It is time to radically rethink how these spaces can become relevant again in a digitally-defined future. The MULTIPLEX is a prototype shop for the future, a multiple stage for new ideas. Just as in the modern world, the artificial distinctions between designers, artists, manufacturers, wholesalers and retailers, communicators, entertainers and customers blur, merge and get redefined. The space becomes a resource for working, playing and entertaining, for inspiration and for business, a platform for superior broadcasting of brands and ideas and a temporary central London entertainment space for new commerce.’
Instigated by Tom Dixon, MULTIPLEX is built around the contributions of its collaborating brands, bringing their own ideas and experiences to the event. These include Wallpaper*, Sony, Caesarstone, Deliveroo, Resident, Mindblower.com and Moo.com. A full list of brands taking part and the accompanying events is available on request.
Says Geraldine James, Selfridges Homeware buyer, “Working alongside Tom and his team to support this venture has been both exciting and truly inspiring, it is a perfect synergy between our two brands, pushing the boundaries, creating drama and retail energy.”
MULTIPLEX is open every day from until Oct. 15 at The Old Selfridges Hotel, 1 Orchard Street, London
For more info about Tom Dixon, visit http://www.tomdixon.net/home