British designer Tom Dixon has teamed up with high end department store Selfridges to create a pop-up store called Multiplex, which brings together under one roof a beautifully-sourced selection of fashion, technology, furniture, accessories, fragrance, beauty and food from over 30 international brands and designers. As opposed to classic shopping malls, product categories are not strictly separated at Multiplex, but rather mixed in order to be able to surprise visitors. This new approach puts department stores closer to other up-to-date and successful business models like concept stores when it comes to interior design.

The pop-up spreads over 1,800 sqm and is located in a disused London hotel with a very industrial flair thanks to naked concrete walls and columns. Fashion highlights include a pop-up photo studio curated by cutting-edge communication agency Spring Studios to experience live fashion and portrait shoots; also British eyewear brand Cubitts will be hand-making glasses with frames made out of eccentric materials like charcoal and cement. Out of the fashion field, platform Mindblower will assist visitors with interesting business ideas on how to fund- and bring them to life. Multiplex will remain open until 15 October 2015, being part of this year’s London Design Festival.










Multiplex pop-up department store
Old Selfridges Hotel
1 Orchard Street,
London W1H 6JS