Condiment Junkie design a world first for Selfridges White Christmas new seasonal scheme

London, England (PRWEB United kingdom) 2 December 2011

Selfridges is creating historical past as portion of its White Christmas marketing campaign by launching a innovative window display for its 2011 Christmas season that sees the operate of its Oxford Road windows engage in re-engineered carols with no the need for loudspeakers or seem-preserving booths. Each and every window is properly turned into an enchanting and oversized tunes box. The global innovation, which is getting Selfridges a massive action even more into the potential of window shows, is the brainchild of London-based mostly innovative outfit Condiment Junkie.

Selfridges Xmas Window Show

From a Selfridges quick, making use of the purity of white and the everlasting attractiveness of Christmas carols as inventive recommendations to in shape the objective of reinventing the custom of magic of the music box, Condiment Junkie, a sonic branding and experiential seem style business, have produced a totally bespoke, common-breaking technique.


There are two important technological breakthroughs used to Selfridges Xmas window screen for the first time in a retail project of this type. First, the new system plays tunes via, not from, the windows making use of the glass pane by itself as a loudspeaker. Additionally, the program is devised in this kind of a way that although each window performs a diverse tune, customers are ready to hear to the track with out interference from the audio getting played by means of the following window. Furthermore, and as befits a audio box, each and every window is equipped with a state-of-the-art touch-monitor wind-up system to control the monitor.

Clients are encouraged to engage in about with the window as a tunes box to their hearts content. The tunes, all engineered by Condiment Junkie, are a mix of properly-acknowledged Xmas carols and special creations developed to replicate Selfridges crystal very clear Xmas scheme part eerie, part frosty and portion magical.


Russ Jones and Scott King explain further the tips guiding the new system.


We 1st appeared at how sound and language have crossovers phrases like shimmering, vibrant, crystal are all utilized as sonic as properly as visual descriptions.

We looked into what objects create these vibrant, crystal sounds a chandelier in the wind, whispers, the sharp percussive ring of bells. When then of course studied the mechanics and sounds of songs containers.


Their audio is comforting, warm and calming. It is also crystal very clear, clean and crisp.

Audio boxes are related with memories and fantasies frequently developed in to jewellery bins or carousels with photos of liked kinds. They are typically accompanied by a twirling ballerina, or magical snow globes.

This concept of the cyclic carousel also interested us employed as a metaphor for daily life, special yearly situations like Xmas to mark an additional turn of the wheel.


Xmas carols are also often dependent on cyclic melodies the word carol will come from the aged French word Carole or Carola, a sort of round dance from the 12th and 13th hundreds of years.

We began deconstructing and re-imagining Christmas carols. Employing the medieval chord styles on which standard carols and wassailing tracks are based, we produced parts that are concurrently acquainted and that ring true with the conventional appears of Xmas, but also feel new and contemporary.

Each and every musical piece is created out of three or four cyclic musical themes that repeat and overlap to kind a full piece, again re-enforcing the carousel like, cyclic theme.


We are delivering the audio by turning the glass itself into speakers. When the audio is played by means of the glass it offers us a beautifully very clear and frosty tone.


To make the knowledge far more interactive, we needed passers-by to be able to wind-up the songs bins from the street. We developed a bespoke by means of-the-window triggering system similar to that used in touch-display screen products like smartphones. We developed the entire interactive system in-property making use of a mixture of outdated-faculty electronics and laptop or computer programming.

On a choice of the windows, passers-by will be ready to wind-up the songs containers and set them off to play when spherical the carousel. On the major window they will be capable to management each of the cyclic musical factors independently, providing individuals the chance to develop different versions of the piece every single time, relying on the get in which theyre triggered.

Christmas at Selfridges


The start of Condiment Junkies revolutionary window exhibit is part of an interesting Christmas time of year at Selfridges. As properly as checking out their flagship keep on Oxford Street, shoppers can visit Selfridges Online and their new online Christmas shop which includes luxurious present concepts like presents for him and gifts for her.


Among the innovative Christmas options, there is Selfridges range of traditional Xmas hampers. Packed complete of delicious connoisseur treats including Xmas puddings, preserves and drinks, their meals and champagne hampers sure to be centre of your supper table arrive Xmas Day.


About Condiment Junkie

Condiment Junkie specialise in experiential sound design and style and interactive sound. They have created consumer-interface sound for bestselling apps, developed sonic ids and audio for automotive, retail and FMCG manufacturers, and opened new avenues for the use of experiential audio to impact environments, enhance interactive installations, and boost buyer-manufacturer engagement.

The London-dependent outfit was started by Russ Jones and Scott King in 2009, following they learned a mutual interest in the prospective of sound although working with each other on numerous media tasks. They share a need to investigate the purposes of audio in branding and experiential advertising and marketing. kingdom


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