SELFRIDGES WINDOW DISPLAY
SUSTAINABLE DESIGN: SELFRIDGES AND MAGICAL MUSHROOM COMPANY® CREATE MYCELIUM-BASED DISPLAYS
SUMMER AWAKENING DISPLAY
Selfridges, a leader in sustainability through their Project Earth initiative, launched the Summer Awakening window displays across their London store’s 27 large-scale windows. These displays showcased the department store’s commitment to using sustainable materials throughout their operations by 2025.
As part of this effort, Selfridges partnered with Magical Mushroom Company® to create a mycelium-based pyramid of building blocks. These bricks, made from mycelium and recycled hemp, aligned perfectly with Selfridges’ circular business goals.
The Summer Awakening displays featured artistic contributions, including a handmade pear by James Shaw and a mural by Maura Duffy, blending sustainability with creativity.
“THE MOST EARTH-CONSCIOUS DISPLAY WE’VE EVER CREATED.”
THE PROBLEM
Selfridges wanted to take their earth-conscious Summer Awakening displays further by using sustainable materials to build a visual centrepiece—a pyramid symbolising their sustainability goals.
Traditional materials like plastics and synthetic composites were not suitable for their commitment to circular business practices.
The challenge was to create visually appealing, durable display materials that embodied the store’s Project Earth values while inspiring their audience.
THE SOLUTION
Selfridges collaborated with Magical Mushroom Company® to use mycelium technology, a sustainable material pioneered by Ecovative Design.
Recycled agricultural waste like hemp was combined with mycelium, the branching root structure of mushrooms, to create strong, lightweight bricks in just days.
These bricks were used to construct a golden pyramid, forming the centrepiece of the displays and demonstrating how innovative materials can align with environmental goals.
THE RESULT
The Summer Awakening displays became Selfridges’ most earth-conscious visual merchandising project, embodying their Project Earth commitment to sustainability.
The mycelium-based bricks provided a durable, eco-friendly alternative to traditional materials while highlighting the potential of biomaterials in creative design.
This collaboration reinforced Selfridges’ position as a sustainability leader in retail, inspiring other brands to explore circular business practices and eco-friendly materials.
“Selfridges’ Summer Awakening displays represent a pivotal step in our Project Earth commitments.
Using mycelium bricks supplied by Magical Mushroom Company® allowed us to merge sustainability with creativity, making this our most earth-conscious display yet.”
Selfridges Sustainability Team
