The Brief

murmurART was approached by Selfridges in collaboration with Flora Fairbairn to run a co-branded art event in the Concept Room of their Oxford Street store.

In their anniversary year Selfridges wanted to do something  unique to The Concept Store which would visibly maintain their commitment to supporting the arts.

The focus was on providing an event which gained widespread press coverage and showed Selfridges to be supportive of up and coming artists.

The Show

Working with Flora Fairbairn murmurART devised and implemented the format for the show.

The show was designed to optimize press coverage and to highlight a philanthropic nature in support of emerging contemporary artists.

The show was centered around the exhibition of 10 works from up and coming artists, each nominated by panel of art-world luminaries including Tracey Emin, Kevin Spacey, Sir Peter Blake, Kay Saatchi, Zaha Hadid and Kirsty Wark.

No commission was taken on pieces sold in the show with artists keeping 100% of the sale price.

The Success

Over 300 people attended the launch evening, a record for an event in The Concept Store.

Work was sold to both major collectors and first time buyers.

The show was covered in publications including The Independent, The Times, BBC website, The London Paper, Wallpaper Online, Dazed Digital and The Evening Standard.

To read the Independent's coverage of the event click here.