Selfridges launches feel-good illustrated windows, big focus on 2D

By

Nigel TAYLOR

Published
Jan 13, 2023

Promoting the power of positive thinking and generally lifting the mood of passers-by, department store Selfridges has commissioned five artists to create a year-long celebration of 2D illustrations via a series of colourful, vibrant window displays.

The work will appear within Birmingham, Manchester and London store windows as part of this year’s ‘Selfridges Celebrates’ initiative, which marks major calendar events such as Valentine’s Day.

Artists Angela Kirkwood, Paulina Almira, Brindha Kumar, Lena Kokoyama and John Booth have created 2D works that will be displayed in the windows and across the stores throughout the year.

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For example, Kirkwood has taken inspiration from Selfridges’ beauty counter and food hall for a set of windows featuring layered illustrations, starring the artist’s trademark zany characters.

She also created illustrations and animations for the webstore and will contribute work across the next 12 months.

Selfridges said it wants to cater to celebrations of all kinds and “ensure that life’s little wins feel special and exciting. It’s a response to present times and represents a point of view on how we want to see the next 12 months play out.”

And interesting for a store that has been very focused on immersive experiences, it wants the 2D approach to act as a contrast in “a world that celebrates the hyper-connected and the multisensory”.