Selfridges has unveiled what the sustainable store of the future could look like in its Supermarket pop-up.

The “retail experiment” provides customers with insights into scientific solutions that can reduce waste, as well as new product design methods and fresh ideas around product ownership.

Over the course of four weeks, shoppers can watch as Parley for the Oceans’ 2.3-metre-tall robot uses 3D printing to transform plastic waste taken from the sea into a range of new items, including chairs, clothing and sunglasses. 

Fashion designer Iris Van Herpen will also display a series of corsets and dresses made from recycled ocean plastic, while Jean Paul Gaultier will showcase its first pair of 3D-printed shoes. There is also a range of 3D-printed handbags from the brand Touchless.

Personalisation also plays a role in the pop-up, with Crocs transforming deadstock in the Supermarket. A white pair of clogs can be printed with designs from artist Tejumola Butler Adenuga. Shoppers select a design and watch their unique item being printed in real-time.

Selfridges will also explore carbon elimination, highlighting hand sanitiser from Air Company, a company that has developed technology to transform carbon into impurity-free alcohol. It will be joined by Sky Diamond, a company that repurposes atmospheric carbon to create high-quality diamonds.

The store also features Redefine Meat’s plant-based alternatives that will also be served at Selfridges’ restaurants, while “super-mushroom” tea and coffee will be served in-store by Dirtea.

A further aim of the store is to explore what ownership could look like in a more sustainable society, with Selfridges showcasing 7879’s new model. 7879 sells jewellery that fluctuates in price in real-time to align with the international market value. Selfridges is also selling NFT artworks as it experiments with ownership of digital goods.

Selfridges acting creative director Emma Kidd said: “Through this year’s creative theme, Superfutures, we’re examining the future of retail, inviting customers to join us. 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. We’re excited for our customers to explore Supermarket and hope to spark thoughts and conversation around consumption and physical ownership.”