The brief was to create a window installation for Selfridges in London. The store was celebrating its centenary, and we were asked to create an ‘adhoc vision of domestic utopia in 2109’. The idea was a ‘Future A-Z’ of fantastical inventions that would be on sale in 100 years time. We wanted to subvert the concept of a window display, which showcases what a store currently has to offer, and play with the idea of ludicrous consumer desires in 2109. We also wanted to include some consumer participation, and created a competition for the public to enter an idea for the missing letter X.
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