Selfridges London were celebrating their 100th anniversary and asked us to design a Window Installation for them, specifically the four Wonder Room Windows on Orchard Street. We were briefed to come up with an idea that reflected an ‘alternative vision of domestic utopia in 2109.’

The idea was to create a ‘Future A-Z’ of fantastical inventions that would be on sale in 100 years time. We wanted to subvert the idea of a window display, which showcases what a store has to currently offer, and play with the idea of ludicrous consumer desires in 2109. Will we all be shopping for designer organs, or portable wombs in the future? For the consumer participation we created a competition for the public to enter an idea for the missing letter X, where by the winning concept would be made into a working model to complete the alphabet.

The installation ran for 8 weeks over the summer and the reaction from both public and press was overwhelming.

We received hundreds of entries, both in-store and on-line, for the missing letter X competition.

The budget for design, creation, build, and install was only £10,000.