Selfridges & Co. is a chain of high end department stores in the United Kingdom. Selfridges commissioned Wieden + Kennedy to create an A to Z of products of the future to fill its windows. One letter however, was left blank–X.

Selfridges shoppers were asked to submit their own ideas for a product that might prove essential come the year 2109 and beginning with the letter X. A model of the winning idea would be displayed in the London store’s windows, alongside W+K’s efforts for the other letters, which are supposed to represent “essential objects that may become commodities in the future”. Read more at Creative Review.

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