Fromm: Window Displays at Selfridges
Directors / 3D: Fromm Studio
Production: Partizan
Physical Build: Millingtons Associates
Inspired by British folklore and traditional Staffordshire ceramics, we designed a series of window displays that brought Fromm’s world to life. Each window told its own story — from Lady on Horseback to Morte D’Arthur to Grandma’s Mantle — filled with playful characters, intricate details, and a touch of magic that invited passersby to stop and explore.
The displays ran from January through April 2025 along Duke Street in London, as well as in Selfridges’ Birmingham and Manchester stores, creating a cohesive experience across all locations.
Lady on Horseback is inspired by Staffordshire horseback riders, capturing the spirit of the countryside through the depiction of a quintessentially British scene.
Morte d’Arthur is a modern interpretation of the tale of Camelot. It features Toby Jugs of characters from the Arthurian universe which were resculpted 3D scans from their own collection.
Grandma’s Mantle is a play on British Nostalgia with enlarged Staffordshire Figures in their natural habitat. Fromm give their own twist to the classic Staffordshire Dog through an original Corgi design.
