Client : Miss Selfridge
Location : Oxford Circus, London
Status : Completed 2017
Technical Consultant : Do While
Fabrication : Caesarcraft
Photography : Jamie James
NEON worked with the creative team at Miss Selfridge to design and deliver their window scheme for their flagship store on Oxford Circus for Christmas. The Miss Selfridge theme for their frontage was "glitter" and the installation was developed to evoke the sensation of viewing glitter drifting through the air.
The project achieved the effect using thousands of independently controlled leds combined with strips of two way mirror. The Miss Selfridge flagship has 3 windows which were all utilised in the artwork and the light sequences were designed to suggest the glitter transfers from one window space to the next. This approach unified the entire frontage of the store into a cohesive whole.