Words Words Words is a multi-stranded initiative designed to promote slow communication and celebrate the inspirational and creative power of words across several dedicated areas in-store. With a new concept corner devoted to books and the store’s first ever library, Selfridges hopes the campaign will help promote reading, literature and provide comment on falling literacy standards and library closures in the UK.
To coincide with the store’s two-month promotion in January and February, London-based design agency It’s Nice That collaborated with interactive designer Stewdio to create The Word-A-Coaster, a playful fortune-telling machine displayed in the Oxford Street window.
The 14-feet high wooden rollercoaster is surrounded by 30,000 brightly coloured balls, each filled with a fortune card printed with a uniquely numbered, computer-generated adjective. Shoppers can pick up their own personal, playful prediction for 2012 in-store.
To complement the window display, It’s Nice That worked with three designers to create physical interpretations of the word ‘Words’. The result was three expressive pieces of visual communication – Ben Long’s intricate scaffolding structure, Chrissie Macdonald’s oversized objects and surface designer Giles Miller’s intricate cardboard creations.
With an engaging approach throughout the store to promote literacy, Selfridges is adopting a Brandstanding strategy. Read our microtrend for more details.