What: Selfridges transforms its window displays into an intergenerational art exhibition featuring 15 emerging artists' interpretations of aging through sculptures and commissioned films.

Why it is important: The exhibition represents a strategic evolution in retail-art collaboration, using emerging artists to explore universal themes that resonate across generations while reinforcing Selfridges' position as a cultural destination.

Selfridges has unveiled its ambitious "New Age" art series, transforming its iconic window displays into a vibrant celebration of life's journey through the work of 15 emerging artists. The exhibition, running until June 24, reimagines the concept of aging through a collection of sculptures and commissioned films that explore the modern reality of longevity. At the Duke Street entrance, visitors encounter ten handcrafted ceramic trophies commemorating unexpected life milestones, from first heartbreaks to first divorces, while the Orchard Street entrance features Rong Bao's "Life Forms," an installation that transforms scientific concepts into colourful sculptures. The initiative extends beyond visual displays with a new film series premiering at The Cinema at Selfridges, exploring life in four chapters and contemplating the meaning of living for a century. This comprehensive approach to artistic retail experience builds upon Selfridges' previous successful art collaborations, including their recent partnership with Tiffany & Co. and Damien Hirst.

IADS Notes: Selfridges' "New Age" art series continues the department store's successful strategy of blending cultural programming with retail experiences. This approach builds on their September 2024 collaboration with Tiffany & Co. and Damien Hirst , which demonstrated how window displays can serve as public art galleries. The focus on aging and life milestones mirrors Le Bon Marché's January 2025 exhibition with Ernesto Neto , where traditional retail concepts were reimagined through artistic interpretation. Similar to El Corte Inglés's March 2025 multi-location art installations , Selfridges is using its retail spaces to create meaningful cultural experiences that attract diverse audiences. This initiative reinforces the broader industry trend of department stores evolving beyond traditional retail to become cultural destinations, as evidenced by their successful Sportopia campaign in July 2024 , which transformed retail spaces into interactive environments.

Selfridges has commissioned emerging artists for window displays and films