Words Words Words at Selfridges

The Word-A-Coaster at Selfridges; photo by Andrew Meredith

Selfridges has teamed up with indie creativity champions It’s Nice That for its Words Words Words campaign, which celebrates the power of the written word and consists of a series of window displays produced by different artists, as well as an in-store programme of talks and events, and a pop-up library (see it here).

Giles Miller Studio x It's Nice That at Selfridges; photo by Andrew Meredith

The store's Oxford Street windows are dedicated to the initiative with a "Word-A-Coaster" taking pride of place in the main corner window. The wooden stilted rollercoaster winds around the entire space, dispensing 30,000 multicoloured plastic balls containing words of wisdom.

Three other windows have been designed by different creatives, all briefed simply to spell out "Word". The first window features a cardboard display by surface designer Giles Miller (see his Christmas tree for the Design Museum here), with a different type for each letter.

Chrissie Macdonald x It's Nice That at Selfridges; photo by Andrew Meredith

In the second window, paper artist Chrissie Macdonald spelt out "Words" using stationery and body parts: a pair of books make up the W, a pencil, complete with a drawn curve, makes the R, an upturned typewriter forms the D, an open mouth is used as the O and a hoop-wearing pierced ear is used as the S.

Read the full VM report here.