British designer Tom Dixon has partnered with Selfridges to open a temporary multi-sensory department store at the Old Selfridges Hotel in London. Puzzlingly, Dixon himself describes the concept as ‘a parasite on Selfridges’, albeit a benign parasite.
The store hosts fashion, fragrance, technology, furniture, accessories, beauty and food, representing over 30 international brands and designers. Tom Dixon’s machine component-shaped Cog lights and reflective Brew coffee sets also feature among the collection of products on display.
According to Dixon, the installation is an attempt to reclaim the world of retail from the growing threat of online stores, and a chance to create a more engaging environment. We reckon it’ll grow on people.