Rem Koolhaaus / Imaginarium for Selfridges

Selfridges have opened a new space called the 'Imaginarium' within their store, revealed a few days ago for their 'Festival of the Imagination' that will 'explore the nature, power and positive impact of imagination'.

They enlisted award-winning architect Rem Koolhaaus for the design of the space. Rem Koolhaaus and OMA have designed a modern-day Op art amphitheatre, for me OMA's space is reminiscent of their various runway's designed for fashion label Prada, you can see more here. A theatrical setting for events to take place. Another project by Rem Koolhaaus here.

It will be a place where discussions, debates, lectures and interactive activities will take place, during the Festival of Imagination, which runs until the end of February.

Imaginarium / Rem Koolhaaus / photo © London Design Journal

Imaginarium / Rem Koolhaaus / photo © London Design Journal

The installation will feature a circular 'amphitheatre' contained within a polycarbonate wall. Other walls in the space will be clad in mirrors while the floor will be painted in an Op Art-style pattern of black and white stripes, which has been applied using a road-painting machine.

Imaginarium / Rem Koolhaaus / photo © London Design Journal

Imaginarium / Rem Koolhaaus / photo © London Design Journal

The stepped amphitheatre will seat up to 72 people. OMA has also designed the furniture for the space and a folding screen that will be used during talks. Columns have been painted with green-screen paint.

Imaginarium / Rem Koolhaaus / photo © London Design Journal

Imaginarium / Rem Koolhaaus / photo © London Design Journal

The Imaginarium will host daily events during the Festival of Imagination - a store-wide festival that will 'explore the nature, power and positive impact of imagination'. It will occupy the Ultralounge in the basement of the store, which is located on Oxford Street in central London.

Imaginarium / Rem Koolhaaus / photo © London Design Journal

Imaginarium / Rem Koolhaaus / photo © London Design Journal

The festival also features the Imagine Shop, a pop-up store curated by Dezeen that will showcase future-facing products and will contain an augmented reality watch store and an augmented reality model of a yacht designed by Zaha Hadidthe most expensive item ever sold at Selfridges.

Imaginarium / Rem Koolhaaus / photo © London Design Journal

Imaginarium / Rem Koolhaaus / photo © London Design Journal

Imaginarium / Rem Koolhaaus / photo © London Design Journal

Imaginarium / Rem Koolhaaus / photo © London Design Journal

Imaginarium / Rem Koolhaaus / photo © London Design Journal

Imaginarium / Rem Koolhaaus / photo © London Design Journal

Imaginarium / Rem Koolhaaus / photo's © London Design Journal

Imaginarium windows and shop / photo © London Design Journal