British department store, Selfridges, has launched a new store-wide initiative with a linguistic bent, appropriately titled Words Words Words. The initiative, which began January 12th and runs through March 1st, is truly store-wide, engaging with visitors on many levels.
The store windows, designed by It’s Nice That, provide the initial contact with the theme, with a massive ‘word-a-coaster’ through which 30,000 fortunes zip past before being dispensed to the awaiting viewers. The remaining three windows showcase various visual constructions of the word, ‘words.’
As attention-grabbing as they may be, the experience extends well beyond the parameters of the store-front windows. Selfridges has converted the lower-level Ultralounge into a library, where visitors can play scrabble, test out old typewriters and peruse the thousands of titles, both classics and cutting-edge publications, that adorn the cozy space. Events such as handwriting analysis sessions and story telling workshops run throughout the duration of the initiative, along with a series of talks featuring prominent thinkers, writers and designers.
The literary theme carries over into a commercial focus, with items such as notebooks, stationary, jewelry and other linguistically-inspired merchandise ‘in the spotlight.’
In an industry that tends to emphasize the visual, the initiative provides an outlet to explore and reflect on the relationship between the visual and the verbal. Besides serving as an intellectually-stimulating concept, Words Words Words is an innovative way to further elevate the store to a lifestyle brand, drawing customers in for more than the merchandise.