Tom Dixon: Multiplex

Martyn White

Posted on September 19 2015

An immersive, multi-sensory department store of tomorrow that has opened up in the Old Selfridges Hotel for London Design Festival 2015

On Friday 18th September, I had the privilege of previewing Multiplex, a pop-up department store, created by Tom Dixon. The store is a new concept, focusing on the future of shopping and how we interact in a space. Hosted in the old Selfridges hotel, the space has a beautiful grittiness to it with exposed features from the derelict surroundings

Tom Dixon Multiplex store for London Design FestivalTom Dixon Multiplex at the Old Selfridges Hotel London

These surroundings combine the departments together, making it feel like a united space rather than a department store. What makes this a department store of the future is the higher interaction between shopper and item. You can see items being made in-store or via video link and you can smell and experience different environments all in one place. This is what attracts people back into the stores.

Tom Dixon Multiplex 2015

Some of the brands showcasing in this space include; Wallpaper*, hosting an array of special events over LDF, Resident, introducing their brand to London all the way from New Zealand, Moo, allowing you to splash colour onto blank canvases, Deliveroo, offering diners a huge choice of food, delivered from surrounding restaurants and Haeckels, giving you an intimate connection with ingredients and environments

Tom Dixon Multiplex London Design Festival at the old Selfridges hotelTom Dixon Multiplex Department Store London

To discover more about the Multiplex, visit the Tom Dixon website HERE. All images courtesy of Tom Dixon


 



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