Window Display for Selfridges

Selfridges Window display - window dressing designers - innovative point of sale - shop window design

A window display is a great design challenge.

  • How do you capture the attention of busy passers-by, whilst also delivering a design that is simple and robust enough to last for a month of 24/7 viewing?

The solution was to create a static animation. The people walking past have to stay on the sidewalk… so they provide a source of linear motion. 

3D printed plane for the Selfridges window display on Oxford Street.

3D printed plane for the Selfridges window display on Oxford Street.

Duncan had the opportunity to design this window display for Selfridges on Oxford Street, London with his previous studio Vitamins for Selfridge’s “Festival of Imagination”.

Original sketch for the Selfridfes window animation concept

Original sketch for the Selfridfes window animation concept

The fan-like structure of the display means that as you walk past you see a frame-by-frame animation of a sheet of paper folding into a paper plane. The plane then flies through the window, morphing slowly into a 3D printed model of the Wright Brothers record breaking plane, Kitty Hawk.

Full scale prototype of the visual effect for the Selfridges window display, used to confirm and sign off on the overall design.

Full scale prototype of the visual effect for the Selfridges window display, used to confirm and sign off on the overall design.


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