Having already taken a futuristic omnichannel approach to wellness retail as part of its SUPERFUTURES theme for 2022, Selfridges is now launching a monthlong retail experiment in The Corner Shop space at its Oxford Street flagship store.

SUPERMARKET, described as “an earth-conscious shop of the future,” features a 3D printer in action, insight into innovative production methods using atmospheric carbon, as well as NFT artworks to purchase onsite. It’s also an extension of Selfridges’ sustainability initiative, Project Earth, which has seen the retailer push for refillable beauty products and ban plastic-based cosmetic glitter from its stores, among many other environmentally minded endeavors. With 60% of surveyed consumers stating they would alter their shopping habits for the benefit of the planet, such activations are certainly tapping into a larger collective mindset shift.

For this project, collaborators include Parley for the Oceans, which showcases a 2.3-meter-tall ABB IRB 5700 robot that converts plastic pollution into homeware, clothing, and sunglasses; Iris Van Herpen’s couture creations made of recycled ocean plastic; Air Company’s CO2-powered fragrance (a UK exclusive); and a mushroom bar courtesy of nootropics-infused brand DIRTEA.

“Through this year’s creative theme, SUPERFUTURES, we’re examining the future of retail, inviting customers to join us,” comments Emma Kidd, Selfridges Acting Creative Director. “With our Project Earth commitments at its heart, SUPERMARKET brings to life our imagined future shop, offering product on demand as well as items made from future facing materials such as pineapple leather. We’re excited for our customers to explore SUPERMARKET and hope to spark thoughts and conversation around consumption and physical ownership.”