bring it back to the idea of fundamental creativity, which exists in childhood, then there’s a stronger chance in my view that you can have that kind of enlightenment. The exhibits usually take place in unconventional locations, so how does it feel to be beneath Selfridges? I rather like it! The idea was to reach as many people as possible and to reach hundreds of thousands seems like an interesting idea to me. How does this show compare to the previous ones? Do you think this location had a particular effect on the exhibit? Well, some people decided Selfridges was negative, some people decided it was positive. The truth is it’s about communication so it can only be positive. Selfridges has been amazing in terms of enabling that idea. To be able to have this much surface area, 40,000 square feet across the store, I mean that’s astonishing and very few people would take a risk with that. So, what it means is that Selfridges embraced that cultural idea and embraced the idea that they were a museum for the time we were here. I think it’s only positive because you can always go smaller in life I think it’s quite harder to go bigger. I love that it’s an unlikely setting… Absolutely. A shopper can still be a museum visitor. To deny them that experience is snobbery. Sometimes the most amazing ideas and comments came from people who really turned up to the shop and accidentally stumbled across the museum. It makes it very democratic. Where will you take the exhibit next? Not sure. I’m thinking about Russia, The Middle East, America, and maybe a squat on Kingsland Road. The Museum of Everything, Exhibit 4, is on until the 25th of October at Selfridges. musevery.com Text: Lily Avnet Oct 2011