To help celebrate the launch of their epic new Shoe Galleries, Selfridges called on us to create
11 sculptural installations that take iconic shoe design to surreal extremes.
We have taken the most mundane of household domestic appliances and comedically refashioned
them into divine creations. A humorous take on fashion as an ideal escape from the daily grind.
The installations will run until the beginning of November 2010 and will be seen by
over 125,000 people a day.
Photography: Lex Kembery
"The launch of Selfridges new shoe department is an exciting prospect for shopaholics, but we didn’t expect it to be quite so exciting for us creative-types. Showing real creative awareness, Selfridges decide to give the fantastic directors Lernert & Sander the freedom to come up with some ideas to promote the new department. I’m not sure what they were expecting, but I’m pretty certain it wasn’t shoes of varying scales made from household products, lovingly built with a wit that is engrained in all the duo do."
(Itsnicethat.com, September 2010)