This year, we had the thrilling opportunity to collaborate with Selfridges on their renowned Christmas window displays along Oxford Street, London, as part of their festive “More The Merrier” campaign. From the original concept to the finished installation, our team embraced unique challenges in design and prototyping. Through this process, we achieved an exceptional result that matched their creative vision.
Concept and Client Vision
Selfridges envisioned windows that would be visually festive and captivating, utilising neon lighting to create a striking effect. The emphasis was on using 360 flex neon which the client had sourced direct from Ultra LEDs, to form fluid, illuminated shapes. However, crafting these shapes with minimal visible support was a key requirement to keep the neon as the main focal point. This prompted us to explore ways to support and shape the neon while preserving a sleek, understated look as requested by the client.
Prototyping and Problem Solving
To meet the brief, we started by creating prototypes in our workshop. Firstly we laser-cut clear acrylic and heat-formed the pieces into shapes, to act as the structural backbone for the neon. This clear acrylic allowed for discreet support while forming the neon into dynamic curves and bends so that they would hold their shape in the display.
Next, we tackled attaching the flexible neon to the acrylic shapes. After testing several methods, we designed custom, clear 3D-printed clips. These clips held the neon securely in place without distracting from the overall display. Additionally we explored different shapes and colours to ensure the final look met Selfridges’ high standards.
Once the prototypes were approved, our team fabricated the entire control solution in-house and pre-wired the neon at our workshop. As a result of this the lighting components were ready for a quick and efficient installation on-site.
On-Site Installation: Bringing the Neon Vision to Life
Finally with everything prepared, our engineer headed to Selfridges’ flagship store for the final installation. Over the course of two days, we installed the neon shapes in the Christmas window displays. Lastly we carefully shaped the neon and secured them with the acrylic forms and custom clips.
On November 4th, the windows were officially unveiled, showcasing the creativity of various amazing artists and designers involved in the “More the Merrier” campaign. Including Andrew Logan, Charles Jeffrey, Flaminia Veronesi, Lana Dragicevich, and Annie Strachan. It was a proud moment for us to see our neon installations glowing among such a fantastic line-up of Christmas displays. We’re thrilled with the results and especially honoured to contribute to the festive spirit on one of the world’s most famous shopping streets!
Check out the full More The Merrier Christmas campaign at https://selfridgespress.com/2024/11/04/more-the-merrier-christmas-at-selfridges/
