Welcome to your city

21 June 2010


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‘Welcome to your City', our evolving installation in the Wonder Room Window, began with a cardboard wilderness of trees, wild animals and a lonesome woodsman in his cabin. Only when the architects from House of Jonn and aberrant architecture arrived on Day 2 did the rise of modernity begin and our shoebox cityscape start to take shape.

Since then the public response has been amazing. We’ve been inundated with comments and pictures and have been working overtime at the HoJo/aberrant office, visible through the Selfridges window, to build everyone who contributes into the 'Wonderville’ development. We've watched as a queue formed on the street for the portrait pictures that we use to put a face to the inhabitants of this city, and our smiley Street Team have been talked off their feet with comments ranging from the sublime to the ridiculous. A mother and son got off their passing bus yesterday just to come in and see what is going on, and it's been a pleasure to stop and have a chat with Selfridges shoppers brave enough to near the edge of the space and the rising city heights.
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Our only complaint originates from the city outside, the real London on Oxford Street, where an opportunistic London bus tour operative has arrived to stand directly in front of our window with an over-sized red umbrella and tout for customers. To retaliate, we're thinking of building a broken down bus tour into our city. Then we'll be back to the cutting board to keep up with the Wonderville population explosion.

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The Selfridges Blog is a slice of life at Selfridges. From the special guests we invite in to our stores to our buyers on the front rows at the international fashion shows. Read all about it here.