LONDON — This spring, Selfridges is dedicating its window displays and platform to 15 emerging artists.

The luxury department store’s “New Age” art series reimagines aging through sculptures and commissioned films, where it turns growing older into a vibrant celebration.

The artists include ceramicists and filmmakers, each offering a fresh perspective on life’s evolving journey. The art series, which will run until June 24, spotlights the modern reality of longevity, where people live fuller lives, retire later and embrace the vitality of adulthood.

“These newly commissioned artworks and films celebrate milestones, changes of direction, epiphanies and some mistakes as we travel from the start to the end of the road,” said Emily Derrick, head of concepts at Selfridges. 

At the store’s Orchard Street entrance, artist Rong Bao’s “Life Forms” is on display. The installation transforms scientific concepts including cell division, neural connections and the rhythm of breath through a series of colorful sculptures.

At the Duke Street entrance, the display features 10 handcrafted trophies made by ceramic artists to commemorate unexpected milestones, including “first best friend,” “first bra”, “first heartbreak” and “first divorce.” 

The retailer has also commissioned four filmmakers to create a new film series exploring life in four chapters, asking the question of what it really means to live for 100 years. This will premiere at The Cinema at Selfridges and online at the end of May.

This is not Selfridges’ first rendezvous in the art world. In September, Tiffany & Co. took over the store’s windows, filling them with original works by Damien Hirst and other contemporary artists, and displays inspired by the jeweler’s archive.