SUPERSELF / OXFORD ST / SELFRIDGES / LONDON

Oxford St: The aim of the scheme ‘Superself’ was for customers to experience treatments and rituals that left them feeling their Superself. In the windows and instore we endeavored to create a moment of contemplation by interrupting the usually rectangular spaces of the store with large sculptural forms that drew viewers into a moment of visual interest and surprise.

Each space was designed to enhance emotions related to the different textures, tonal colours, and lighting featured in that space. Within these meditative mindful windows, there were products and treatments that customers could discover and explore, all designed to help them feel like their best selves. 

Photographs by Andrew Meredith