Pop-up events concepts are a novel trend in town and this autumn Tom Dixon is out to present his pop-up event MULTIPLEX at the Old Selfridges Hotel, an immersive, multi-sensory department store of tomorrow. Blending together an eclectic mix of design, technology, fashion, film and interiors to discover how the future of retail might look, sound, smell, taste and feel, Multiplex is prepping to overlap with four of the most significant events on London’s creative calendar – London Fashion Week, London Design Festival, the BFI London Film Festival and the Frieze art fair.
Covering a colossal space of 20,000 sq ft, the elegant affair will be hosted from 18th September to 15th October in The Old Selfridges Hotel attached to the iconic Selfridges department store in central London.
Tom says: ‘The high streets are fighting a losing battle against the shift to online shopping, while eye watering rents for prime locations squeeze traditional stores even further. It is time to radically rethink how these spaces can become relevant again in a digitally-defined future. The Multiplex is a prototype shop for the future, a multiple stage for new ideas.’