Forget traditional window shopping. Selfridges turns to art, inviting emerging artists to reframe how we see age, identity, and life’s milestones — on view until June 24.
Selfridges‘ latest spring project, titled “New Age,” transforms its iconic London windows into a space for contemporary artistic conversations. The commission is part of the broader initiative, which asks big questions about a life well lived. Featuring works by 15 emerging artists, the series reinterprets aging, identity, and significant moments through sculpture and film.
At the Orchard Street entrance, artist Rong Bao’s installation “Life Forms” uses vivid sculptures inspired by biology to explore connections between human life, technology, and nature. Bao reimagines complex scientific concepts, from cell division to the rhythm of breathing, offering a visual interpretation that feels both contemporary and contemplative.
Meanwhile, ceramic artists at the Duke Street windows offer humorous yet thoughtful trophies marking unconventional milestones such as first heartbreak, first bra, and first divorce. These tangible celebrations of life’s intimate experiences cleverly elevate personal memories into universal reflections.
In addition to physical artworks, Selfridges commissioned four filmmakers to produce a short film series premiering at The Cinema at Selfridges and online later this month. The films delve into what it means to live fully for a century, presenting an honest portrait of life’s complexities, milestones, and inevitable detours. Emily Derrick, head of concepts at Selfridges, sees the series as a tribute to the less linear, more authentic realities of modern adulthood.
Following previous artistic collaborations, including last year’s window displays with Damien Hirst for Tiffany & Co., “New Age” positions Selfridges again at the intersection of retail, culture, and timely social conversation.
