Charity Auction for The Art Room at Selfridges

Branch Arts Directors were responsible for initiating and delivering a major awareness and fundraising partnership between Selfridges and The Art Room, a charity which worked with art as a therapeutic intervention for children and young people facing challenges in their lives.

The project was made up of three distinct elements. The first was a pop-up Art Room within the flagship store; the second, an immersive window display and lastly Re-Work It!, a major installation of 90 artist-transformed chairs suspended from the atrium.

Building and negotiating the partnerships and sponsorship; devising the brief and the bringing on board the artists, architects and designers to transform 90 Ernest Race chairs auctioned through Paddle8 in aid of the charity, we raised invaluable funds and the profile of the charity, while creating a groundbreaking installation in this iconic store.