Selfridges
Selfridges opens a window to a better planet using Mushroom Packaging®
Selfridges launched its new window displays: Summer Awakening staged across its London store’s 27 large-scale windows this year.’ Project Earth sustainability commitments. The displays embody the target of Project Earth - Selfridges will use environmentally friendly materials throughout the business from certified, sustainable sources by 2025.
The Problem
Summer Awakening is Selfridges’ most earth-conscious display using repurposed props and eco-friendly furnishing but the department store wanted to create even more circular business practices. The retailer wanted to use sustainable materials to create a pyramid of building blocks that pointed towards its sustainability goals.
The Solution
So Selfridges chose mycelium technology supplied by the Magical Mushroom Company® pioneered by Ecovative. Recycled waste such as hemp is combined with mycelium, which is the branching root-like structure of mushrooms. Mycelium binds the matter together in just days and it can be shaped into strong objects such as the bricks form a golden pyramid, featuring handmade pear by artist James Shaw and a painted mural by Maura Duffy.
The Results
Following on from its earlier pioneering collaboration with Seedlip and Magical Mushroom Company® to produce beautiful eco-friendly visual merchandising using mycelium earlier in the year, Selfridges again is again first to the table.
“ the most
earth-conscious
display we’ve
ever created ”
“ We are proud to say that it is the most earth-conscious display we’ve ever created, in line with our Project Earth commitments. We’re also excited about sharing new works from talented British creatives produced with natural materials ”
Selfridges Creative Director Hannah Emsli