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Selfridges launch immersive 'Superfutures' exhibition

Jeremy Lim
21 July 2022

Selfridges has partnered with Berlin's Reference Festival for an in-store exhibition as part of its ongoing ‘Superfutures’ 2022 concept.

The immersive exhibit will consist of installations peppered throughout the famed London department store, designed to provide a window into the future and imagine what the world would look like if it continues on its current trajectory.

Curated by Agnes Gryczkowska, the exhibit will feature works from 13 artists and brands including luxury eyewear brand Gentle Monster, Kuwaiti visual artist Monira Al Qadiri and a panel conversation with Hans Ulrich Obrist.

Each installation looks to inspire customers to consider the way humans are living today and what the future holds for them if we don’t change, all while presenting a potential hybrid future.

Highlights from the exhibition include sculptures by Estonian artist Katja Novitska examining the relationship between technology and biology, as well as video work by Jakob Kudsk Steensen that proposes a future where data and biology fluidly connect.

The exhibition will run until 16 October and will also be available to view digitally online. Visitors can book a guided tour of the exhibition.

Emma Kidd, Selfridges’ Acting Creative Director, said: "We aim to challenge our own mindsets, along with those of our customers, thinking deeply about what sort of future we might want, and the steps we need to take today in order to live a brighter tomorrow."

Agnes Gryczkowska, guest curator of Reference Festival, added: "Superfutures is a reaction to a moment in history. A moment in which the future and diversity of our planet is pulled into question. As socio-political shifts attempt to increase hierarchies and homogeneity, the exhibition suggests a future that is a hybrid - a rhizomatic queerness and a desiring machine."

Reference Festival is a Berlin-based event that launched in 2019 with a 24-hour festival combining a mix of fashion, art and music performances and installations.

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