Prop Studios worked with Selfridges to produce and install the entire run of the department store’s Androgynist themed windows. The concept was responding to a cultural shift of how customers are embracing gender-neutral clothing.
At the heart of this scheme was creativity and communicating the concept clearly to passers by.
design & manufacture
The scheme was based on industrial objects, which were given a high-gloss white finish to create a clinical setting. We created a giant digger arm and a huge metal turbine wheel.
One of the windows was staged to look gender-neutral bathroom for which we even sculpted a female urinal.
The creative scheme won the Evening Standard Award for Best Windows.