Supermarket Sarah format is simple, she will create a display wall inside her home whereby she will merchandise vintage pieces’ along with designer and some objects of desire. The idea being you can click on any item to buy. Items can range from anything from a £1 to £1000… it is a real eclectic mix of finds.
With this idea simplistic yet genius nature of producing an interesting way of selling, changing round stock and the way in which items are sold online has of course attracted much press and collaborative attention. Supermarket Sarah has done walls/displays for Fred Butler, Donna Wilson and Tatty Devine. What is also nice is her ability to incorporate young designers/ illustrators into her conceptual displays and showcase their work, which when you click on them you are given more information and how to get in touch with them.
It is interesting how items curated and displayed in a creative way, captures the viewer eye and imagination and makes you want to buy the pieces whereas if you say them individually you may not have the same desire for the objects.
Selfridges have been recently been working closely with bloggers, embracing the new wave of technological communication with their consumers so the progression on with working with Supermarket Sarah seems like a logical step. After the success of S.S recent installation ‘Royale with Cheese’, a permanent concept store is on the cards, seeing Sarah Supermarket transferring from online to purely being in store from 10th Jan 2011. Selfridges renown for their amazing window and visual merchandising displays, Sarah’s Supermarket should not appear out of place and the concept does lend itself to be put into a reality context rather than just online imagery.
As excited as I am to see the final construction of Supermarket Sarah Selfridges concept store once launched I do feel concerned that the humbleness and quaintness of the project being done just from Sarah’s home to being imported into a vast retail space will loose a certain je ne sais quoi, but let’s just impatiently wait and see.
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