The UK department store has launched an immersive experience to inspire discussion and reflection on the complexities and creative possibilities of the English language.

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.'

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