# Pop-Up Department Stores The 'Multiplex' by Tom Dixon and Selfridges Bring Variety to Consumers By Ady Floyd | Published 2015-09-22 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/popup-department References: [dezeen](http://www.dezeen.com/2015/09/22/tom-dixon-multiplex-pop-up-department-store-old-selfridges-hotel-london-design-festival-2015/) & [tomdixon.net](http://www.tomdixon.net/uk/multiplex) British designer Tom Dixon partnered with Selfridges to create this [multi-sensory pop-up department store](https://www.trendhunter.com/trends/la-beaut-louis-vuitton1) 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](https://www.trendhunter.com/trends/benemart-concept). 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](https://www.trendhunter.com/trends/target-soho-store). 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. ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 90% | Activity: 91% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) ## Key Themes ### Key Themes Behind This Trend - **Multi-sensory Retail:** The immersive and eclectic experience of the Multiplex department store offers opportunities for retail brands to create multi-sensory shopping experiences. - **Pop-up Retail:** The success of the Multiplex pop-up department store highlights the potential for other brands to create temporary retail spaces that attract and engage customers. - **Physical Shopping Experiences:** The goal of the Multiplex is to encourage consumers to embrace physical shopping experiences, presenting opportunities for businesses to enhance the in-store experience. ### Where This Applies - **Fashion:** Fashion brands can leverage the concept of pop-up department stores to create unique and interactive shopping experiences that drive customer engagement. - **Furniture:** The Multiplex department store demonstrates the potential for furniture brands to showcase their products in immersive and creative ways through pop-up retail spaces. - **Food:** Food brands can explore the pop-up retail trend to create temporary culinary destinations that offer unique dining experiences to customers. ## Related on Trend Hunter - [Playful Retail Pop-Up Installations](https://www.trendhunter.com/trends/the-joke-shop.md) - [Pop-Up Luggage Retail Activations](https://www.trendhunter.com/trends/antler-retail-popup.md) - [Anniversary-Celebrating Pop-Up Stores](https://www.trendhunter.com/trends/bodyscape-installation.md) - [Playful Tokyo Pop-Ups](https://www.trendhunter.com/trends/tokyo-popups.md) - [Sensory Audio Retail Pop-Ups](https://www.trendhunter.com/trends/bang-olufsen2.md) - [Inspiring Multi-Shop Pop-Ups](https://www.trendhunter.com/trends/possibility-place.md) - [Temporary Design Pop-Ups](https://www.trendhunter.com/trends/historic-hotel-dangleterre.md) - [Hybrid Gallery Shops](https://www.trendhunter.com/trends/apoc-london.md) - [Faux Food Pop-Ups](https://www.trendhunter.com/trends/moma-mart.md)