What: The exhibit will consist of installations throughout the London department store designed to provide a window into the future based on our world’s current trajectory.

Why it is important: To connect with their consumer’s mindset, Selfridges is hosting a partnered collection of installations in its London department store which are curated by Agnes Gryczkowska. The installations are in partnership with Reference Festival, a Berlin-based event mixing fashion, art, and music. The focus of the installation is based on imagining the future of what the world would look like following its current trajectory.

This partnership between Selfridges and Reference Festival is the latest example of the department store’s bet on experiential retail. The strategy has resonated with shoppers and has been tied to revenues doubling to 1.2 billion USD in 10 years before the pandemic.

The installations will be visible in-store from Jul. 14 to Oct. 16 and will also be available to view digitally online.

Selfridges partners with Berlin’s Reference Festival on in-store exhibition