To tie in with its centenary, Selfridges have commissioned Wieden + Kennedy London to create an A to Z of products of the future to fill its windows. One letter, however, was left blank – X . Shoppers were asked to submit their own ideas for a product that might prove essential come the year 2109 and beginning with the letter X. The winning idea was ‘XTRA time’, designed by Brenda Durham from France.
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