Peter Saville was appointed as “guru” or “mentor” this week to department store group Selfridges & Co’s in-house design department.
He has been brought in by Selfridges marketing director Nick Cross. “Peter is not working with us on specific design briefs, but will help us raise our design capabilities,” says Cross.
Saville recently redesigned the department store’s promotional magazine, Yellow. He will work with the design team on a weekly basis. Cross likens the job to that of Pentagram partner John McConnell’s role of overall design consultant to Boots the Chemists.
Saville describes his role as that of a sounding board. “I won’t be designing anything,” he says. Cross is also recruiting for the new position of head of graphic design for the 30-strong in-house team, to oversee print, the Internet and Selfridges’ newly introduced plasma screens.