Artem Case Studies

Selfridges Window Displays Selfridges

'Window 15 is a complete triumph and is certainly the strongest of the run – it’s simply stunning; the FX, build and mannequin combine to look as though a moment of time has been captured – perfect!'

James Barnett, Production Manager, Selfridges

‘Thank you so much for executing the Fornasetti window, it is beautiful! It really is one of the best of the bunch.’ 

Clare Testar, Windows Production Coordinator, Selfridges

Artem has recently completed a series of window installations for Selfridges’ flag ship London store, all of which have been generating a good degree of praise.

'Fornasetti' Window Display

The first brief from Selfridges was to showcase the iconic range of Fornasetti plates within the confined space of a window display and design the means to do this in a way durable enough to last the window’s eight-week run.  Artem designed and built a series of suspending cables and motors from which the plates could rotate, each suspended on a fine, steel cable. Alongside creating the mechanism to allow the plates to rotate, Artem designed a bespoke fixing method to allow the plates to be safely secured and supported on wire, whilst having no visible fixings at all.

Piero Fornasetti was an Italian artist who lived between 1913 and 1988, and the majority of his work features the face of a woman called Lina Cavalieri, an opera singer, as a motif. Fornasetti’s style is reminiscent of Greek and Roman architecture, and today it is most common to see his style in fashion and room accessories such as scarves, ties, lamps, furniture, tables and china plates.

'Strength' Window Displays

Following the success of the Fornasetti window, Selfridges returned to Artem with two more briefs for window displays, this time for its ‘Strength’ campaign.  For the first, our brief was to create a window comprising 3 textured discs, against which smoke or powder could be fired.

The idea of ‘smoke’ brought with it several considerations and challenges; there was a risk of setting off fire alarms, and the use of steam would have caused condensation issues.  We undertook a period of testing in our West London workshop, using powders of varying consistencies, and eventually settled on using industrial talc to provide the best smoke effect.

A prototype compressed-air-powered ‘gun’ was designed which could hold enough individual portions of the powder to enable it to fire automatically on the hour, every hour, seven days a week for the eight-week lifespan of the window. This route also met the client’s brief to have a build-up of ‘ash’-like material slowly accumulate inside the window throughout the course of the installation.

Artem’s most recent window for Selfridges, also for the ‘Strength’ campaign, involves the appearance of white gloss liquid pouring into the window and across the floor.  Artem created a static ‘liquid pour’ that would give the impression of liquid pouring into and across the floor of the display. 

The pour was created by our design team in CAD software before being machined in two separate parts from chemiwood on our CNC router. These two pieces were then bonded together to create the form before being worked back by hand, primed, painted, lacquered and polished to create the ‘pour’s final high-gloss liquid-like lustre.

  • Visitor Attractions & Museums
  • CNC Machining & 3D printing
  • Visual Merchandising
  • Animatronics
  • Atmospherics
  • Electronic Design
  • Mechanical Rigs
  • Props
  • Pyrotechnics & Fire
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