2. Next

OUR WINDOWS INTO THE FUTURE

We’ve teamed up with our future generations to reimagine what the world could look like for our iconic window displays.

Words: Chekii Harling

OUR WINDOWS INTO THE FUTURE

We’ve teamed up with our future generations to reimagine what the world could look like for our iconic window displays.

Words: Chekii Harling Video: James and James

Video by James and James 

As part of SUPERFUTURES at Selfridges – where we’re experimenting with possible futures, trying on new lifestyles and exploring pioneering ideas – we called upon children aged 5–12 to dream up what the future could be.

Posing a series of ‘What if…?’ questions, we asked the children to send us their illustrations and descriptions of their visions for the future, which were then used as inspiration for the window displays across our stores. Shona Heath, the world-renowned set designer who is known for her fantastical dreamlike worlds that have adorned the pages of British Vogue, AnOther Magazine and Dazed & Confused (to name a few), collaborated with our Windows team to turn the children’s ideas into wonderfully whimsical visual displays.

In this new world designed by the next generation, cars would be powered using energy from plants, clothes would grow with us, wind would be candyfloss, and drinks would taste of whatever you are thinking of. Using found objects, recycled materials and DIY art tools, the displays incorporate the work-in-progress aesthetic of the SUPERFUTURES theme as well as our Project Earth products and materials.

EXPLORE OUR NEW WHIMSICAL

WINDOW DISPLAYS

Visit our stores to see the future generations’ dreams in reality.

If we could control the weather, what would it do?

${alt}

- Cole, age 5

How will we travel in the future?

${alt}

- Alexia, age 11

Isabelle 
Jelani

What will we eat in the future?

${alt}

- Rosie, age 11

If you could invent a robot or machine, what would it do?

${alt}

- Cole, age 5

Reegan and Theo
Luna

How will our cities look in the future? 

${alt}

- Theo, age 12

What will our homes look like in the future? 

${alt}

- Emily, age 10

Marlowe
Theo, Marlowe and Reegan

How will our cities look in the future? 

${alt}

- Dov, age 12

If you could invent a robot or machine, what would it do?

${alt}

- Zahra, age 10

Theo and Reegan
Niyah

How will our gardens look in the future?

${alt}

- Becky, age 8

What do you think we will wear in the future?

${alt}

- Theo, age 12

DISCOVER SUPERFUTURES

From otherworldly ideas to cutting-edge design solutions that are kinder on the planet – join us to imagine what the future could be…

Discover more