When Selfridges department store opened in 1909, founder and visionary retailer Gordon Selfridge collected wonders from around the globe to amaze and excite his customers. The Wonder Room project was a chance to reintroduce these elements of surprise and wonder to retail and create a department store for the 21st century. Inspired by the concept of the Wunderkammer or Cabinet of Curiosities, as well as fine jewellery, watches and rare wines, visitors might find a scale model of Nelson's coffin, a first edition of Alice in Wonderland or jewellery grown from human bone. In keeping with the Selfridges brand spirit of dynamism and adventurousness, the idea was to make a jewellery hall with the buzz of the bazaar.
From the outset we worked closely with Selfridges Creative director on concept development and creative brief, selecting architects Klein Dytham and overseeing design development, as well as curating the concept store in its early stages and mini-exhibitions for the seven cabinets of the Wonder Wall', and the 'Book of Wonders', published to celebrate the opening.
Wonder Room was nominated for Best New Shop in the British Design Awards 2008.
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