Selfridges unveils SUPERMARKET, a four-week retail experiment at The Corner Shop in its Oxford Street store, imagining an earth-conscious shop of the future.

Customers will be able to explore a creative playground, where printing on-demand, cutting-edge materials and sustainable innovation come together, bringing future-facing fashion, art and food to all. The Corner Shop will be transformed into an exhibition space, where visitors can watch 3D printing in action and discover how innovative materials, such as products made from atmospheric carbon, are created. SUPERMARKET also introduces new ownership concepts and exclusive NFT digital artworks available to purchase in store.

By experimenting with new ideas and models, SUPERMARKET will examine future shopping habits, with the aim of opening a conversation around consumption and physical ownership as Selfridges looks to reinvent retail through its sustainability strategy, Project Earth.

SUPERMARKET will bring together a curation of innovation-leading brands and inspiring collaborations with both established names and start-ups paving the way.

  • Parley for the Oceans takes centre stage with a 2.3m tall ABB IRB 5700 robot first showcased at the world stage of COP26, using 3D printing to transform plastic pollution from islands into useful objects through printing of homeware, clothing and exclusive Clean Waves sunglasses.
  • Reimagining haute couture, Iris Van Herpen will display a series of exclusive shoppable laser cut corset belts and iconic made-to-order dresses utilising recycled ocean plastic and Crocs will utilise over-stock to create real-time tailor-made designs by artist, Tejumola Butler Adenuga. Further collaborations explore future-facing sustainable materials, from mushroom and pineapple leather to the first fully recycled and completely circular nylon Marine Filament.
  • On a mission to eliminate as much CO2 from the earth as possible through innovative conversion technology, Air Company launches a UK exclusive at SUPERMARKET showcasing a beautifully designed first-of-its-kind fragrance and Sky Diamond repurpose atmospheric carbon into high-quality diamonds that go beyond carbon neutral to carbon negative.
  • Bringing a taste of the future now, Redefine Meat’s range of plant-based meat powered by 3D-printing technology, will be available at Selfridges restaurants, The Brass Rail and Harry Gordon’s Bar & Kitchen. DIRTEA celebrate the latest cognitive-enhancing nootropics with super-mushroom Tea, Coffee and Cacao extract powders unlocking the ancient power of Chaga, Lion’s Mane, Cordyceps and Reishi at the UK’s first mushroom bar.

The launch takes place as part of Selfridges creative theme for 2022, SUPERFUTURES, an exploration of tomorrow in the making and an invitation to co-create the future.

Selfridges Acting Creative Director, Emma Kidd, says: “Through this year’s creative theme, SUPERFUTURES, we’re examining the future of retail, inviting customers to join us. With our Project Earth commitments at its heart, SUPERMARKET brings to life our imagined future shop, offering product on demand as well as items made from future facing materials such as pineapple leather. We’re excited for our customers to explore SUPERMARKET and hope to spark thoughts and conversation around consumption and physical ownership.”

Through the lens of SUPERFUTURES, Selfridges iconic Oxford Street windows and the windows in both Birmingham and Manchester stores will bring to life ‘what if’ imaginings of the future, inspired by our future generations. The playful window displays in collaboration with Creative & Set Designer, Shona Heath, include children’s wild and wonderful answers to questions about the future, from ‘clothes that grow with you’, to ‘giant flowers to feed all the bees’ and ‘houses that could fly’.

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