Soft sell: Selfridges makes in-store sanctuary

To celebrate the launch of its Women’s Designer Galleries, a specially curated space in the store that features high-end fashion labels from around the world, the brand has asked eight designers to make a fashion film inspired by the idea of strong, captivating women.

To showcase the films, made by designers including Rick Owens and Ann Demeulemeester, set designer Simon Costin has created viewing areas, partitioned by huge pieces of draping cloth, within the derelict interior of the old Selfridges Hotel.

Each film is projected either onto the ceiling or adjacent surfaces, and has its own section, with different furnishings, such as giant beds and beanbags, on which to relax and enjoy the experience.

This is a good example of retrofit interior design that creates peaceful moments in which consumers can engage with the brands on sale at Selfridges in an artful, sensual way. To help consumers escape the disorder of everyday life, read our New Sublimity macrotrend.