We'll avoid saying that there's something a bit fishy going on at Selfridges right now. But, wow, what an awe inspiring scheme. While dodging the tourists and practising our 'umbrelletiquette' in the pouring London rain (nothing new there then) these windows are just incredible to experience. With heaps of interactivity, information, entertainment but with a serious message, Selfridges remains at the heart of the industry and draws on the historical references of what department stores are all about, although, not dragged but leading the way through the 21st century. No wonder this place is always so busy when they clearly get it all so right.