Selfridges goes into Xtra time

To tie in with its centenary, Selfridges commissioned Wieden + Kennedy to create an A to Z of products of the future to fill its windows. One letter, however, was left blank – X

To tie in with its centenary, Selfridges commissioned Wieden + Kennedy to create an A to Z of products of the future to fill its windows. One letter, however, was left blank – X .

Selfridges shoppers were asked to submit their own ideas for a product that might prove essential come the year 2109 and beginning with the letter X. A model of the winning idea would be displayed in the London store’s windows, alongside W+K‘s efforts for the other letters, which are supposed to represent “essential objects that may become commodities in the future”.

The winning idea is ‘XTRA time’ (above), designed by Brenda Durham, a retiree who lives in France. It’s a clock that can bend and stretch time while its user stays within the same 24 hours frame. Its user need never be pushed for time again – by simply pressing a button, the clock doubles time.  An hour of indulgence can last for two, a week off will feel like a fortnight.

The Wieden + Kennedy ideas include a walking Selfridges shopping bag to save your tired arms

Zero gravity paint to give you a bit of a lift

And the airbag helmet, which instantly inflates on impact

All 26 products will be on show at Selfridges London until the end of August.

All the modelmaking was by Atom. Window photographs by Andrew Meredith.

  • Kelly Ferguson

    Love it!

  • Really nice!

  • flo

    which one was left blank?

  • robert rebec

    Now where getting back to what creativity was meant to be in the first place …
    Originality

    Great !

  • johnny

    Love it, great idea.

  • Playful.

    For that I love it. I’m all for having a bit more carefree in the world.

    The public always love you for it too.

  • very esthetic and smart idea.

  • I love the way type was used. The space inside the letters gives an awesome effect.