Sensory responses to the boom in gardening appreciation

Exploring nature and pleasure in nature with elegant indoor and outdoor gardening installations.

Dial-a-gardener: Selfridges lanches a innovative Garden Centre and resident gardener services

Selfridges London Accessories Hall and the store exterior on Duke and Orchard Streets has been transformed into a
Garden Centre, a playful and sensory response to a boom in outdoor appreciation, as part of Good Nature, Selfridges’ creative theme for 2021.

The Garden Centre sells gardening tools, seeds, indoor and outdoor plants and pots, Selfridges own label compost. It
also sells a curation of fashion, lifestyle and beauty products, as well as an exclusive collection from Prada, an exclusive Shakedown Garden merch from The Grateful Dead and a bespoke Selfridges merchandise featuring puns such as Herb Your Enthusiasm or Horti-Couture, for gardening and fashion enthusiasts alike.

The Garden Centre is a social space celebrating the pleasure of growing and green power, and the sense of well-being nature gives. Within the Garden Centre, The Potting Shed is a destination for events and advice, with a resident gardener (plus a virtual “dial-a-gardener” service) and a program of workshops, experiences and happenings which explore the pleasure and positivity that gardening brings, while promoting practical skills and sustainable methods.

Selfridges will also “green up” Oxford Street, with a grow bag installation in front of the store’s historic canopy entrance.

“A garden centre is evocative but familiar, and has provided rich inspiration for our teams, literally and creatively. We know our customers are more interested in gardening and greening than they have ever been – and so we are playing with the idea by bringing the essentials of a typical garden centre to our stores. We will be retailing plants, compost and garden gnomes alongside special and unexpected Selfridges products with a sense fun and imagination, as we continue to explore pleasure in nature this year.” – Selfridges Creative Director, Hannah Emslie.

Grateful Dead Shakedown Garden

Taking inspiration from the band’s tenth studio album ‘Shakedown Street’ and the recent rise in the popularity of
gardening amongst consumers, the playfully named ‘Shakedown Garden’ collection gives the classic Grateful Dead
aesthetic of tie-dye, skulls, bears and roses a botanical spin. Drawing upon designs from Grateful Dead’s classic imagery archive, and communicating the importance of sustainability to the band, the 16-piece range features apparel that uses organic blanks and vegan inks for any print work, debuting new artwork and exclusive designs for both dedicated Dead Heads and those after their latest fashion fix.

Indoor garden space

Brighten up your home office with Horti-Couture custom made Fibreglass pots. Whether you prefer simple or bold, we can get your working space looking beautiful.

Indoor Plant Tip: If the leaves of your plants are yellowing it is most likely a sign of either too much or too little water. This is an easy fix. First, the finger test. Simple press your finger slightly into the soil. If it’s very dry then add water, if too wet it then leave it for a while. Also, cut off any yellow leaves at the base of the lead to ensure that the plant it’s all it’s energy into the healthy parts.

Eva by François Hurtaud Studio is a modern aquaponics furniture.

The waste of the fish, ammoniac, is pumped up to the garden where the substratum of roots of the plants break down the ammonia into nitrates and nitrites. The former feed the plants and the latter become food in return for the fish.

The earliest example of this technology is believed to be the Aztecs, who raised plants on rafts on the surface of a lake in 1,000 A.D. Aquaponics is a highly sustainable method of agriculture, increasing crop production per square foot versus traditional farming with low water and low power consumption.

Eva was designed so that the different parts simply dovetail with one another and let gravity do the work, no tools are required. Both the garden and the fishtank share a common source of light, floating at the very core of the product. The frosted finishing combined with the extruded facets serve at optimizing the light diffusion. Mimicking a natural environment, the light switches on and off softly at dawn and dusk.