The Kent-based company's Unibeam, ChainTrack and ChainRail systems are 'animating' an art installation based on the concept of 'Always Be Open'.
The tracks are moving three different types of curtain: one Austrian, one centre opening and one swag curtain. The curtains are constantly moved from fully open to part-closed around the neon word creations 'Always', 'Be' and 'Open'.
The installation will run for 12 hours per day, every day, for the three months it is in place.
Selfridges approached art director David Lane to come up with the concept. He then brought in set designer Rachel Thomas to collaborate with him on the project. Lane is creative director and founder of The Gourmand magazine, Thomas' clients include Mulberry, Hermes, Anya Hindmarch and Nike.
"As our Selfridges installation is going to be running for the whole three month period around Christmas and working long days, I required simple to use, robust and powerful track systems to run the piece," says Thomas. "Triple E immediately gave me the confidence that they could deliver and their knowledge was second to none.
"We had to stick to our budget and Triple E worked closely with us to provide the right solution. The movement of the tracks is so lovely - you can really see the quality. What we have achieved is a really controlled, smooth and beautiful installation."
Triple E track systems and custom designed equipment have a reputation for simple design, rugged construction and ease of installation.
"Triple E had a can-do attitude from the very start," Thomas continues. "They looked at the project from a different angle and made it all possible. We couldn't have done it without them."
Triple E's managing director David Edelstein says, "It's a joy to bring Christmas cheer to such an iconic London store. Selfridges' window displays are a magical part of Christmas in the UK and we're thrilled that our track systems are part of it."
(Jim Evans)
