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Intelligence Selfridges & The New Craftsmen

The term ‘home’ is subjective, and interpretations of the concept are fluid and mutable. Often definitions are concerned less with geography, and more with the key figures, habits, and traditions involved in home living. Following their Makers House collaboration with Burberry, The New Craftsmen have teamed up with Selfridges to present A Home for All, exploring the home as the most fundamental expression of the ‘self’

Located on the ground floor of the iconic London store, Our House examines the objects and ideas that make a house a home, and what it means to be a home-maker. ‘Housemates’ dressed in brightly coloured outfits assist visitors, inviting them to take of their shoes and step away from the digital world. The immersive environment is themed around a series of domestic rituals – rest, gather, play, and cleanse, multi-sensory activities encourage participants to play and learn.

The campaign was inspired by the positive response to the revival of the in-store Silence Room, which was first built by Harry Gordon Selfridge back in 1909 and re-created by Alex Cochrane Architects in 2013. The room was constructed to offer customers ‘a haven away from the hustle and bustle of London, and life in general’; creative director of Selfridges Linda Hewson hopes that by creating spaces such as this, customers will also be reminded the stores were designed to be a ‘home away from home’.

A Home for All is open until 9th June. Interactive workshops range from ‘The Story of Sourdough’ to ‘The Malleable Table’, the programme aims to exhibit the artistry of British craftspeople, and explore their cultural significance as traditional practices. Expert makers including ceramicist Matthew Raw and food anthropologist Susy Webb guide shoppers through activities including potato peeling, spice grinding and loom weaving. Objects are highlighted in these community focused workshops that are deeply connected to culture and place, with the aim of re-connecting visitors to their own personal space whilst representing a vision of sustainable luxury, expressed through dedication to makers, materials, method, and design.

@theofficialselfridges @thenewcraftsmen #AHomeForAll

Written by Camron Intern Elizabeth Mahoney.

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Posted by
April Abigail