Good Nature at Selfridges, London

Selfridges in London’s Oxford Street does it again with stunning new store window displays.

Inspired but nature, the window displays represent the store wide creative theme “Good Nature” which runs across the 20 windows. “Good Nature” is a celebration of pleasure in nature offering shoppers the physical and digital experiences responding to the natural world.

Following the huge success of the “Project Earth” concept which was launched in August 2020, this window concept focuses on the sustainability with most of the materials being recycled.

The side windows which run along Duke Street are bright and colourful with an abstract of garden fixtures.

Selfridges commissioned British artist Jonathan Schofield to showcase 3 windows on Orchard Street with a mixed media installation which features original artworks, digital screen prints and fabric banners.

With thanks to my British Display Society colleagues Pablo Roteta and John Abbate for the images.


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