PROJECT: A Home For All
DATE: March 2017 to June 2017
To align with Selfridges’ store-wide campaign - Our House - we created an immersive, three month installation and retail experience in the Ultralounge, which enabled visitors to connect with the meaning of home - ritualistically, emotionally, and sensorially.
The A Home for All concept was composed of four ritual-led spaces - Sleeping, Gathering, Playing & Cleansing - designed for visitors to journey through. This installation was created in partnership with our makers, from the scaled application to the minute craft details.
Open to the public for 3 months, the space was activated by a dynamic programme of workshops, inviting visitors to participate in the creative world of our makers - including loom weaving with Bristol Weaving Mill, natural dying with Lola Lely Studio and patchwork making with Aimee Betts and Tom of Holland.
Each maker project culminated in growing and evolving installations that drew people back to view. It was our aim to help visitors to express their materiality, skills and creativity.
A home is a place for people to come together and to share experiences in… a house is made a home by the true importance of the activities and connections that happen within it, and how you create happiness through this. Visitors were invited to return to the basic processes of making, whether peeling potatoes or weaving on a loom. The workshops were an opportunity for people to come together and to share in the experience of making.
Creative Director of Selfridges
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