Sony and Wallpaper exhibit at Tom Dixon's immersive multiplex

Design brand Tom Dixon has created a multi-sensory department store in London's Old Selfridges Hotel, which contains activations from Sony and Wallpaper, among others.

Sony is showcasing its 4K laser projector in a lounge space
Sony is showcasing its 4K laser projector in a lounge space

Developed in-house, the 20,000 square foot site will be open every day until 15 October. The Multiplex opened last week (18 September) to coincide with London Fashion Week, London Design Festival, the BFI London Film Festival and the Frieze art fair.

Sony is showcasing its 4K laser projector in an atmospheric lounge space, and has also taken on a Media Space at the back of the venue. Here the brand is hosting talks from big names in design, fashion, film and art in the day, and parties supported by Veuve Clicquot and Belsazar Vermouth at night.

Design magazine Wallpaper has installed an edit of its Handmade exhibition and set up a temporary editorial office. This will be shot for the November issue of the publication.

The ‘transport department’ of the Multiplex features a futuristic automobile design from Aston Martin, while guests can grab food from bakery Gail's and delivery service Deliveroo.

Dixon said: "The Multiplex is a prototype shop for the future, a multiple stage for new ideas. Just as in the modern world, the artificial distinctions between designers, artists, manufacturers, wholesalers and retailers, communicators, entertainers and customers blur, merge and get redefined.

"The space becomes a resource for working, playing and entertaining, for inspiration and for business, a platform for superior broadcasting of brands and ideas and a temporary central London entertainment space for new commerce."

More: Design Special - The evolution of creativity

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