Selfridges turns its intrinsic trend-spotting focus to the world of work

Selfridges & Co. (recently voted the best department store in the world) has established a legacy of introducing the unexpected within the retail environment. Work It!, is their latest project, offering a thought-provoking look into how the way we work is changing, with an eye on the not too distant future. “It's a completely different campaign to our usual style,” says Linda Hewson, Selfridges’ creative director. “We wanted to highlight how important entrepreneurship is to Selfridges and so we've taken a transparent approach to how we showcase our partners on Work It! we are exposing how they work and asking our customers to interact with their studios.”

For the campaign, Selfridges has called on a broad mix of expert voices to help define the near future of work and offer some inspirational fixes to make work better. At the heart of Work It!, Makerversity will be running an immersive customer experience in Selfridges’ Ultralounge, demonstrating maker processes and encouraging onlookers to get involved.

Elsewhere in the store there will be a series of lunch time talks, demonstrations, discussions and activities; The Art Room will open a pop-up work space to build a giant progressive installation, and The Basic Needs Shop will have an edit of the best tools. Meanwhile Selfridges Hot Air will launch, broadcasting themed video and radio content.

Few brands can equal Selfridges' prescience; they have a knack of embracing cultural shifts at the right time. Just as Protein released the Gender Report, Selfridges' Agender Project questioned notions of the masculine and feminine with a range of androgyous collections.

Work It! at Selfridges will run from 30th April - mid June