Selfridges is launching a daring department store campaign that will not only embellish the retail space but will also provide a platform for artists -- professional and emerging. Dubbed 'State of the Arts,' the activation realizes nine stunning installations by critically acclaimed artists -- from Yayoi Kusama to Chantal Joffe.
The department store campaign essentially turns Selfridges into an art gallery that has come to be recognized as "one of London's largest ever public art projects." Visitors to the "multi-dimensional destination" are able to enjoy guided tours until March 30th. In addition, Selfridge's project is opening the door to hands-on experiences through exclusive events, art classes, and artist residencies.
In doing so, the department store campaign becomes an amalgamation of unique, in-store displays and proactive consumer interaction.
Photo Credits: Matt Writtle