Our founder Sandra chats with Italian multimedia artist Flaminia Veronesi, the visionary behind this year’s Selfridges Christmas windows, about the inspiration for her three mind-bending installations titled “Play with Fantasy” and how through her art, she strives to challenge and redefine the traditional role of retail spaces.
Sandra, who is also featured in the windows, has long admired Flaminia’s work, and their serendipitous connection through Selfridges sparked an inspiring conversation between the two designers.
Above- Portrait of the artist by Mario Zanaria. Below - Flami immersed inside her Selfridges installation "Play with Fantasy". Photography by Henry Gorse.
Sandra: Congratulations on your three mesmerising "Play with Fantasy" window displays. Your work resonates with me, especially as someone deeply attuned to the interplay of materials, color, and texture. Can you share the inspiration behind these fantastical installations?
Flaminia: These windows are incredibly meaningful to me, and I’m grateful for the opportunity to dive deeper into their creation. The idea was to craft immersive spaces that act as portals into parallel dimensions—places where viewers can "suspend their disbelief" and experience something beyond the ordinary. My work is all about "playing with fantasy," pushing myself to envision the most extraordinary and magical possibilities. Once a vision forms, I bring it to life with my hands, translating fantasy into reality and sharing the wonder it sparks within me.
Above - Watercolour rendering by Flami. Below - 1 of 3 "Play with Fantasy" Installations.
Sandra: Shop windows balance art and commerce, but your displays seem to transcend this, offering a more poetic, immersive experience. What emotions do you hope to evoke in those who encounter your work?
Flami: I believe that wonder has the power to ignite a thirst for knowledge and shatter the illusion that we already know everything. In a world where so much has become reduced to a profit-driven system, I find great purpose in reclaiming shop windows—spaces designed to sell—as platforms for creative expression. Even when used to sell products, these windows have the potential to nourish the viewer with stories that challenge the norm, stir the imagination, and reintroduce a sense of sacred meaning. I envision these displays as spaces where art transcends commerce and offers nourishment for the soul.
Details of Flami's hand drawn creatures in the windows.
Sandra: Your choice of materials is truly exceptional, and as someone who works with glass and pearls, I admire the transformative power of light, form, and texture. How do you select materials for your displays?
Flami: I choose materials including fabric, ceramics, plasticine and crayons because they excite me and spark joy in the process of working with them! My approach is quite loose and intuitive, allowing the materials to lead the way. This openness often leads to surprising, unexpected results and allows the piece to evolve naturally. For me, it’s about the fun of experimenting and discovering how materials can bring my visions to life, ensuring that the sense of wonder remains authentic and deeply felt.
Flami's shared with us her two favourite SA pieces
"they bring me such joy!"
Photograph of Veronesi by De Pasquale + Maffini via Architectural Digest.