The Pawnshop is an initiative to engage and inform Selfridges customers and the general public of the enviornmental issue that is E-hoarding: the hoarding of electrical devices in particular, mobile phones, tablets, desktops and laptops.
A pawnhop was chosen fot the design direction for both the physical space and the branding as it fits in the line with Selfridges goal of reinveinting what it means to be a retailer and engaing with the community in creative and innovative ways.
One of the core touchpoints is a window installation space, which is used to illustrate the one billion pounds worth of mobile phones being hoarded in UK households alone. Seeing is believing. This allows people to understand the gravity of the situation in a visual way.