MULTI-TASKING: Tom Dixon, the lighting and furniture designer, unveiled Multiplex, the “’immersive, multi-sensory department store of tomorrow,” in London, and it’s all about blurring boundaries.
“I’ve learned from designing places like Shoreditch House how people want their work to be as interesting and as fun as shopping, and want their shopping to be as amazing and as comfortable as being at home, so it’s really about blurring the boundaries,” he said during a talk on Saturday during London Design Week, concurrent with fashion week.
“The modern world is all about the network,” said Dixon, who debuted Multiplex at The Old Selfridges Hotel, a 20,000-square-foot space adjacent to the department store.
The space takes in fashion, jewelry beauty, technology, food and home, and has been created as a brick-and-mortar riposte to online retailing.
Dixon’s Multiplex network includes the vertically integrated Mumbai-based fashion company Obataimu; Cubit, the spectacles maker that scans faces to achieve perfectly fitting frames; the innovative perfumery, Haeckels; and Reviv, which administrates intravenous vitamin drips.
Mindblower, an online kickstarter for patent-able ideas, also has a physical presence at the store. It pays designers a royalty and pre-sells their products with early adopters getting a 25 percent discount. A key product on display is Easyliner, an ingenious eyeliner stencil.
Former Vogue creative director Robin Derrick has brought in a mini Spring Studios where the brands can shoot their new products for immediate upload and where Multiplex partner, Wallpaper magazine, will shoot its 200th anniversary issue during the event’s run. It will also be open for business for model castings.
Sustenance comes via Deliveroo, a “take-in” restaurant space that delivers food from 50 eateries within a 20-minute radius of the store.
Dixon described the design, with its exposed frameworks and silver foil cladding, as “Seventies adventure playground meets international space station. The future clearly has a sense of humor. Multiplex will run at The Selfridges Hotel until Oct. 15.