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.