Selfridges D'Otto Display, Structural Design

Not every structural project is a building. For the Selfridges D'Otto display, EMA Structures provided the engineering design behind an artistic installation, ensuring a striking creative concept could be built and stand safely in a busy retail environment.

The challenge

The brief was to translate an artistic vision into a structure that was both visually faithful to the designers' intent and structurally sound. That meant understanding the loads involved, the materials proposed and how the installation would behave once built and on display to the public.

What EMA did

EMA collaborated closely with the creative designers, carried out the structural analysis, assessed the proposed materials and confirmed the installation would be stable and safe. The focus throughout was supporting the artistic vision without compromising structural integrity.

Outcome

The display was delivered as a safe, buildable structure that stayed true to the original concept, demonstrating how engineering can sit quietly behind a creative idea and let it come to life.