Selfridges Unveils Its New Designer Studio

Selfridges’ highly anticipated Designer Studio was unveiled earlier this week. It joined the existing Body, Denim, and Contemporary Studios set-up on the department store’s third floor. The space carries 67 international labels, 29 new labels and brand new shop-in-shop concepts for J.W.Anderson, Joseph, Marni, Christopher Kane and Vetements. International designer collections counting Maison Margiela, Undercover, Toga, Jacquemus and Craig Green have been joined by newcomers including Dilara Findikoglu, Richard Malone, Le Kilt, Walk of Shame and Puma x Fenty. Innovative new collaborations have arisen between &Co-Lab, British labels and new talents from around the world.

Sebastian Manes, Selfridges’ Buying & Merchandising Director, conducted the conception of the floor by trying to figure out the needs and desires of customers before anything else. He says Selfridge’s objective was to “surprise and make sense simultaneously. It’s a destination that addresses both the creativity and practicality of shopping for fashion.” The end result is a space, designed by architects Campaign, filled with art installations, including “follies” envisioned by  Anna Lomax, Gary Card and Patternity, long-time Selfridges collaborators. The new third floor is a demonstration of Selfridges’ ability to unify fashion, contemporary art, music and culture all within the same concept space.

The T-Shirt Shop’s space designed by Patternity showcases, within a monochromatic high contrast setting, a selection of curated cult styles including new labels Copson, Life’s a Beach and The Deep End Club. For Kenzo, Gary Card created a cubist meteorite inspired display which gives the brand a strong aesthetic presence in the space. Scheduled to work during opening hours, art director Patrick Waugh is finishing up a collaged backdrop for the Vetements’ shop in shop. Artisan has created an Optical Art installation for Moschino, which highlights the dynamic nature of the brand. Whilst shopping, customers are able to listen to their favourite designers’ playlists and browse through the limited editions and exclusive collectibles from the gallery and the bookshop.

Photography by Richard Chambury / Text by Tamara Akcay