The British designer has transformed the Old Selfridges Hotel into Multiplex: London’s first pop-up department store. A must-see among the London Design Festival offers this week.
“It’s a parasite on Selfridges,” Dixon explained Dezeen. “Maybe it’s like the navel in a navel orange, or a world within a world. I don’t want to be a parasite but there are benign parasites.”
The very welcomed parasite partnered with Selfridges to bring this multi-sensory department store to life. Previously a temporary skatepark, the Old Selfridges Hotel space now displays from fashion and beauty, to furniture, technology or food from more than 30 international designers and labels.
If there’s one word that describes Multiplex it’s eclectic. From products created with “organic growth” to all-natural Margate-made fragrances by Haeckel’s or the British eyewear brand Cubitts, which will make charcoal and concrete frames for the visitors. Among the display of unique products are Tom Dixon’s Cog Lights or reflective Brew coffee sets.
The idea behind Multiplex is creating a engaging environment, a platform to “reclaim the world of retail from the ever-growing threat of online stores, as Dezeen mentioned.
“I wanted to see what happens if you take the raw energy that exists in London elsewhere and stick it right bang in the middle of one of the biggest department stores in the world,” explained Dixon.
Fresh, brilliant ideas turned into something really worthwhile. We recommend you put this visit on your list!
Here you have the opportunity to meet: MINDBLOWER.COM
BRINGING IDEAS TO LIFE “Everyone has at least one Big Idea in their lifetime,” says Carmit Turgeman, the indomitable CEO and Founder of MINDBLOWER. But most people do not have the knowledge, time, or resources to make their idea a reality. So Carmit developed MINDBLOWER, an innovative I2P (idea to product) platform that will change the paradigm in product design. MINDBLOWER takes Big Ideas and shepherds them through all the stages of development – from idea to product to market.
Carmit Turgeman presented a prototype of an Iconic Furniture that we will see very soon in the market, one of our TOP PICKS for #LDW2015
Carmit Turgeman. Founder & Inventor. Mindblower.com Photo: Lugermad for WBIB
Photo: Lugermad for WBIB
Multiplex will be open until 15 October 2015. It’s part of London Design Festival, which takes place from 19 to 27 September.