mumurArt will be making some noise tonight as this platform for up and coming art will be popping up for two weeks in The Concept Store at Selfridges’ Wonder Room. An impressive panel with the likes of Tracey Emin, Conrad Shawcross as well as collectors Kevin Spacey and Kay Saatchi have chosen their artists to go on show.

Pieces on exhibit include Bouke De Vries’ dismembered porcelain figure in a jar, Tereza Buskova’s screen print of a woman being led by a cockerel and Polly Morgan’s taxidermy quails. All works will be available for sale as well as off-shoot artist-created product for people to buy as a momento. We speak to Will Connibear, one of the co-founders of murmurART.com who is interested in moving around art beyond the confines of a traditional gallery setting.

Dazed Digital: How did you select the artists going into this pop-up space?
Will Connibear: We invited a selection of art world luminaries to select the artists for the show. Each panel member was asked to nominate their favorite up and coming unrepresented artist. These artists were then invited to take part in the show. Each panel member has nominated one artist. The selection process was out of our hands for this one.

DD: How does it feel taking the online concept of murmur art into a physical space?
Will Connibear: murmurART isn't a uniquely online company. The idea is that the website is the hub of the project, the base, the shop front. From this base we then run one off exhibitions and events in different spaces around London and eventually beyond. This provides a flexible and hopefully sustainable model for supporting solely up and coming artists. It means we can support artists in numerous ways outside a typical gallery setting and in ways that hopefully will engage a wider group of people than the typical gallery audience.

For example we are currently running an annual exhibition programme with Lovells law firm to engage emerging contemporary art with their CSR priorities, this year being disability. So we will run two exhibitions in their offices this year centred on disability. We have another show being planned for the autumn in a currently disused space in Kings Cross and we are also in talks about a collaboration with two young creatives about a show centred entirely on art as exchange and not selling.

The Selfridges show is a great way to kick start all this because it fits the goals of murmurART so perfectly: To support and promote exceptional up and coming artists and to engage a wide audience with emerging contemporary art. It's really exciting for us.

mumurART at Selfridges at The Concept Store in Selfridges’ Wonder Room from July 1 to 15 during store opening hours. Free admission.