The 'Multiplex' by Tom Dixon and Selfridges Bring Variety to Consumers

By: Ady Floyd - Sep 22, 2015
References: & dezeen
British designer Tom Dixon partnered with Selfridges to create this multi-sensory pop-up department store at the Old Selfridges Hotel in London. The immersive department store boasts a wide range of consumer products including those offered by fashion, furniture and food brands.

The pop-up department shop inhabits the entire 20,000 square feet of the Old Selfridges Hotel space which is actually attached to the flagship store. The displays are broken and differentiated, yet are all cleverly connected throughout the immersive environment. The ultimate goal for the Multiplex is to act as an engaging environment that will encourage shoppers to dismiss online retailers and submerge themselves in physical shopping experiences.

Tom Dixon's Multiplex set-up aims to be eclectic. By combining a variety of brands with a variety of eccentric commodities, this retail space allows consumers to participate, engage and play with products before buying them.