Out & About: Selfridges and It's Nice That 'Words Words Words'

Welcome to our brand new weekly feature Out & About - our round up of what's going on where - exhibitions, book reviews, competitions and general cool stuff that we find.

This week I want to highlight something I discovered last week and am really excited about; It's Nice That's window commission with Selfridges.
"To coincide with the iconic store’s Words Words Words season – a unique, multi-stranded initiative that promotes slow communication and celebrates the inspirational and creative power of words and literature – [they] have art-directed four special three-dimensional extravaganzas."

"For the showpiece corner window of Oxford Street and Orchard Street, we have collaborated with interactive designer Stewdio to create ‘The Word-A-Coaster’ a playful fortune telling machine. The 14 foot high hand-built wooden rollercoaster (constructed by model makers Atom) is surrounded by a sea of 30,000 brightly coloured balls filled with 30,000 unique fortunes that can be picked up in store for free. Inside the balls, shoppers will find a small card emblazoned with a uniquely numbered adjective, generated by a clever computer programme that leaves each individual with their own personal, playful prediction for 2012."

"To complement the corner window, we have worked with three of our favourite designers, challenging them to create a physical interpretation of the word WORDS. All three are wonderful in their own ways, from artist Ben Long’s beautifully constructed scaffold structure, to designer Chrissie Macdonald’s (above) superb oversized objects and surface designer Giles Miller’s intricate cardboard creations." (below)

 They look amazing and I can't wait to get down to Selfridges to have a look for myself. I am in awe of the free rein that Selfridges allow for their windows - they are always incredibly conceptual, incredibly well thought through and always fantastic. They understand that good window design, and good VM, needs to come from a well grounded place of creativity and in this day and age, customers are just not turned on by generic placement and arrangement of products. Indeed, I feel the best windows are often the ones which feature barely any product at all - it is a strong concept and flawless production which captures shoppers imagination and draws them in to part with their all important cash. For let's not forget - it may look like art, but this is highly crafted functional design with a crucial focus; increasing revenue and profit for the retailer. How to go about this is the million pound question; Customers are getting savvier and more careful with their money; a half-arsed window scheme just won't cut it if you want to make an impression and ensure your customers have an emotional and loyal link to your brand.

It's Nice That are also putting on a series of talks at the Ultralounge in Selfridges, London, with an eclectic line-up of inspiring and darn-right interesting thinkers, writers, and designers to explore the ‘Words Words Words’ theme. Kicking off the series next month is polymath James Bridle, copywriting strategists We All Need Words, and The Guardian journalist Paul Lewis (this event is sold out). But the one I'm really looking forward to is Words as Images on the 9th February - a subject I am passionate about (being an illustrator and graphic designer in the fashion industry, it's quite crucial) with Why Not Associates, Fraser Muggeridge, and Sara Fanelli, possibly my favourite illustrator of all time. As soon as tickets go on sale I'm snapping one up - anyone fancy joining me?

Rach L x