SELFRIDGES - Future A-Z 2109

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After 100 years as the quintessential purveyor of goods both excellent and coveted, the only question that faces British department store megahouse, Selfridges, is the tried and age old question- "What's next?"

Wieden+Kennedy pitched their winning concept store window design based on this question, and proposes to explore the future of Selfridges by fast forwarding to its next Centenary in 2109. This imaginative concept store design, Future A-Z 2109, showcases items with letters starting from A for Airbag Helmet all the way to Z for Zero Gravity Paint. The futuristic concept window displays entertain and resolve many of our current dilemmas with the most creative solutions. Tell me which woman wouldn't want a Portable Womb to help keep her figure tight and right during pregnancy?

For passerby expecting to see 26 items for letters A-Z, behold your disappointment when you reach letter "X". The forever variable "X" is now an open competition at Selfridges, where the department store is calling for creative entries of what "X" could represent a century from now. Interesting creative heads sign up and join in the Selfridges Centenary festivities by at the department store's website. The winner will receive a £500 Selfridges Gift card and have his or her entry displayed alongside the other letters in the window till Aug 5. The window display will be up and running starting tomorrow, Jul 3, with its official launch. The luck ones who happen to be in London should definitely check out the amusing and inspirational display of goods from the future at Selfridges. Now, if only we didn't have to wait another 100 years for these great gadgets...

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London, W1C, United Kingdom

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