London’s iconic luxury department store ‘Selfridges’ have launched a pop-up library in their basement.
Selfridges have transformed the 3,500-square foot space into a colourful pop-up library stocked with 15,000 inspirational books. The installation is part of their ‘Words Words Words’ event – a seven week celebration of ‘the printed word’. The library is the epicentre of the campaign - providing a unique interactive space to become immersed in the topic. Shoppers can settle down on a sofa to read, or attend classes in story-telling, poetry and grammar.
‘Reading is such a rewarding way to learn but also to escape. In a world where communications are taking place faster and faster and beautiful and powerful language is being used less and less, we wanted to help reignite the value and pleasure behind language, literature and books,’ said the store’s head of creative Linda Hewson. At a time where many libraries are under threat, Selfridges has created a space for the busy consumer to take a time out, relax and appreciate the diverse range of books from Penguin, Taschen, Faber and Thames And Hudson.
Consumer Insights: With technology and data playing an increasingly central role in many consumers’ lives, Selfridges encourages them to switch off their mobiles and rediscover the written words and the physical book. The space prompts people to interact with their surroundings and with each other, creating a sense of community. Three floors above, Selfridges has just installed the latest technology in their jeans department – with laser scanners for the perfect fit and 360 degree camera to examine from all angles and an option to send images to friends – but the retailer realises that a balance of online and offline can help create a tangible seamless retail experience.
Brand take-away: Consumers are looking to disrupt their busy routines and slow things down. Brands need to create new experiences with surprise and delight for consumers, giving them a chance to escape.