Selfridges Commission for "State of the Arts" 2019

SUPPORTING THE ARTS: STATE OF THE ARTS, 2019

Selfridges stores campaign aimed to make the arts more accessible. Yayoi Kusuma, Michal Rovner, Jennifer Holzer and others, along with a citywide commission and intervention from Kate Daudy.

“We’ve long been a keen promoter of the arts. Our aim is to balance the consumption of goods with the consumption of culture and we treat our stores as public spaces, adaptable galleries where art can be viewed and enjoyed. At the start of 2019, our State of The Arts campaign explored the power of art in unexpected places. The campaign was further depicted in our podcast series, which was filled with creative insights from world-renowned artists and gallerists. We even evolved an Art Trail to discover more about the artists and their work showcased at Selfridges.”

Selfridges stores campaign aimed to make the arts more accessible. This was Selfridges biggest campaign yet dedicated to promoting the arts, with the retailer aiming to “take the arts out of galleries and museums often perceived as intimidating and present them in unexpected public places to make them more accessible to people.” It launched a series of eye-catching art installations in its Oxford Street, London windows featuring nine “critically acclaimed” artists. Each one has created a unique piece for the store windows that echoes the piece created for their specific station. Featuring Yayoi Kusuma, Chantal Joffe, Conrad Shawcross, Joana Vasconcelos, Gilian Wearing and others. Daudy and Novoselov worked and held conversation with passers-by in the “Art Tank” 9am to 9pm one whole day.

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