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For this year’s London Design Festival 2015 Tom Dixon present MULTIPLEX at The Old Selfridges Hotel, an immersive, multi-sensory department store of tomorrow. Held to coincide with four of the most important London Design events creative calendar – London Fashion Week, London Design Festival, the BFI London Film Festival and the Frieze art fair – MULTIPLEX brings together design, technology, fashion, film and interiors to explore how the future of retail might look, sound, smell, taste and feel.
In collaboration with WALLPAPER, Tom Dixon takes over a vast derelict space at the old Selfridges hotel to present ‘multiplex’- an immersive, ‘multi-sensory department store of tomorrow’. Installed for a month, the scheme hosts an alternative department store divided into sections dedicated to technology, art, cars, food, fashion, along with a space exhibiting the British designer’s ongoing work and products. Together with an array of brands and companies.
His iconic furniture is collected by museums all over the world — now designer Tom Dixon is turning retail on its head with the opening of London’s first pop-up department store.
Multiplex, he explains, will be laid out just like the department store next door but with achingly cool brands only. Among them is Reviv, a company that does intravenous vitamin injections, minimal Danish brand Sort of Coal for white-charcoal shampoos, and Haeckles for its Margate seaside-foraged beauty products.
Dixon thinks the retail interiors business has been so crushed by soaring rents and the growth of online shopping that a radical rethink such as his Multiplex model may be its only chance of survival. You only need to look at the high street to know he’s right.
Tom says: ‘The high streets are fighting a losing battle against the shift to online shopping, while eye watering rents for prime locations squeeze traditional stores even further. It is time to radically rethink how these spaces can become relevant again in a digitally-defined future. The Multiplex is a prototype shop for the future, a multiple stage for new ideas. Just as in the modern world, the artificial distinctions between Designers, Artists, Manufacturers, Wholesalers and Retailers, Communicators, Entertainers and Customers blur, merge and get redefined. The space becomes a resource for working, playing and entertaining, for inspiration and for business, a platform for superior broadcasting of brands and ideas and a temporary central London entertainment space for new commerce.