The retailer is providing another reason for customers to visit the London department store with a rotating series of large-scale sculptures and artist collabs

A major concern for retailers today is keeping customers coming through the door. The British department store Selfridges has come up with another idea to attract new crowds: displays of contemporary art. Selfridges will be transforming a section of its London flaship into a permanent gallery space called the Art Block, which will showcase a rotating series of large-scale sculptures.

The retailer is banking on the idea that the exhibit will bring more foot traffic through the store and boost sales. Sculpture is a smart medium to promote as shoppers are more likely to take pictures of themselves interacting with the artworks and post them on social media, providing additional exposure.

Every business impacted by online competition is focused on finding a way to differentiate themselves. Fashion and art work well together, and it makes a lot of sense for Selfridges to bring both worlds together.

Selfridges


Lead Image: ‘Phyllis' by Holly Hendry at the Art Block, Selfridges

A major concern for retailers today is keeping customers coming through the door. The British department store Selfridges has come up with another idea to attract new crowds: displays of contemporary art. Selfridges will be transforming a section of its London flaship into a permanent gallery space called the Art Block, which will showcase a rotating series of large-scale sculptures.

The retailer is banking on the idea that the exhibit will bring more foot traffic through the store and boost sales. Sculpture is a smart medium to promote as shoppers are more likely to take pictures of themselves interacting with the artworks and post them on social media, providing additional exposure.