Source: Selfridges

The pop-up showcases how tech innovation may impact the future of shopping

Selfridges has launched a retail experiment at its flagship store in Oxford Street, London, where customers can have a glimpse at what an “eco-conscious shop of the future” could look like.

The upscale retailer is offering shoppers the opportunity to explore a creative playground featuring on-demand printers working with sustainable materials.

It has also partnered with Redefine Meat, the Israeli food tech company developing 3D-printed plant-based meat alternatives, which include products like steaks, brisket and burgers.

Redefine Meat, which first launched its 3D printed meat alternatives in the UK last November, has created two exclusive recipes for Selfridges – white bean stew with plant-based sausage and a plant-based lamb ciabatta sandwich – as part of the month-long Supermarket of the Future experiment.

The pop-up concept also examines future shopping habits and showcases innovative tech such as Parley for the Oceans’ robot, which uses 3D printing to transform plastic pollution collected from the ocean into homeware and clothing items.

Other brands featuring their eco-friendly products include shoewear giant Crocs, as well as Dirtea, a company using nootropics such as mushroom and cacao to make coffee blends.

The pop-up is looking to stir the conversation around food and tech innovation as Selfridges continues to focus on its sustainability strategy, Project Earth.

“With our Project Earth commitments at its heart, ‘Supermarket’ brings to life our imagined future shop, offering product on demand as well as items made from future facing materials such as pineapple leather,” said Selfridges acting creative director, Emma Kidd.

“We’re excited for our customers to explore ‘Supermarket’ and hope to spark thoughts and conversation around consumption and physical ownership.”