The event, which runs until 2 March, boasts an impressive array of talks, events and exhibitions, with contributions from the likes of Rolf Sachs, Dominic Wilcox and Bethan Laura Wood.
The Festival of Imagination follows last year’s No Noise initiative, which saw Selfridges selling debranded products in its ‘Quiet shop’.
However, this year Selfridges says, ‘Instead of celebrating silence, meditation and all things “less is more”, [we] focus on what happens when our creativity is stimulated and imagination takes flight.
Stimulating creativity in London will be a series of talks, with the likes of Sachs and Wilcox discussing their creative processes.
Meanwhile a Concept Store, co-curated with Dezeen, will imagine the future of shopping – which means, for example, you’ll be able to take a voyage on Zaha Hadid’s £300 million super yacht without leaving the shop, thanks to an interactive experience from augmented reality group Inition.
Talks and events will take place in an ‘Imaginarium’ space, designed by architect Rem Koolhaas.
Meanwhile in Birmingham, a series of films will explore subjects such as David Bowie and Kraftwerk, and there will be workshops on making, creativity and gardening.
And in Manchester, a display of artworks from the Whiteworth Art Gallery will see pieces by Lucien Freud, Tracey Emin and Rachel Whiteread go on show in the store.
Meanwhile Hacienda designer Ben Kelly will be in conversation with Graphic Thought Facility co-founder Andrew Stevens in a discussion about their ‘creative collaboration’.
The Selfridges Festival of Imagination runs at Selfridges in London, Birmingham and Manchester until 2 March. For more information visit www.selfridges.com.