Tom Ford were looking for a standout shop window display in Selfridges, Oxford Street to launch their new range of shower products. They requested a continuous water feature which would fit seamlessly inside the window space.
We initially suggested a rain curtain, a natural wall of falling water, but the client was concerned this would obscure the imagery and products placed behind them, for which were in agreement.
Our bubble tubes didn’t fit the bill either because they would not provide a continuous feature – the base is wider than the tube so if you place them next to each other there are gaps between the tubes and the depth of water also obscures the view.
We therefore didn’t have anything in our current stock which met the clients requirements so we had to create something brand new.
We called up a trusted fabricator and spoke with them about the challenge we faced and between us we designed a new custom built product, which worked perfectly.
Following the same concept as the bubble tube, we redesigned the product to create the bubble wall – an acrylic panel with a small void in the middle which is filled with water. Bubbles are then blown into the bottom of the wall rising up to create movement and an eye catching feature.
We carefully designed the wall so that it had no visible side wall, which enabled us to push one unit right up next to another meaning that they were completely flush.
The result was fantastic – a seamless wall of water that filled the entire void in the shop window. The constant movement of the water made this an incredibly eye catching and dynamic promotional feature.
Throughout its one-month installation, we had to make a weekly visit to the store to complete some water maintenance tasks. On each occasion that we visited Selfridges, there was always a crowd of people in Oxford Street fixated on the window, with many stopping to take photos or videos.