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Selfridges hosts Jean Paul Gaultier ‘selfie station’

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A NASA control desk was the inspiration behind a new Jean Paul Gaultier installation currently in place at Selfridges in London.

Created by British set designer Gary Card, the space station setup features multiple screens above various sets of keyboards, showing Gaultier’s autumn/winter 2014/15 collection alongside a series of cosmic images.

Referred to as a ‘digital experience’, it provides shoppers with the opportunity to become a part of it by sitting on a moon buggy that projects images of themselves onto the screens too. From there they can have their ‘selfie’ pictures taken and then share via social media.

Hosted in the Designer Galleries on the second floor, it is part of Selfridges’ autumn/winter 2014/15 campaign called The Masters. This celebration of 12 of the most accomplished names in fashion, also sees the likes of Oscar de la Renta, Dries Van Noten and Yohji Yamamoto featured in the department store’s windows, and a number of exclusive items and capsule collections on sale.

There is also a film created by SHOWstudio comprised of 12 short vignettes dedicated to each designer. It was created in partnership with SHOWstudio and Marie Schuller. Check it out below as well as a series of original images shot in the store.

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By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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