This week Selfridges unveiled the first phase of its Designer Studio. The concept aims to bring together fashion, art, music and culture into an “Instagram-worthy” space. ABA’s Fashionistas couldn’t resist being first through the doors, and they weren’t disappointed! Here’s why…
The contrast of amazingly crafted designer pieces with more evocative pop culture influences transports you to a place that feels more like a hip exhibition than traditional store. Established brands like Christopher Kane and Moschino fit seamlessly alongside emerging labels such as Mini Cream and Young Lovers Club. Designer playlists, art installations and bookshop touches combine to create a feeling that you’re buying into more than just a product here.
All brands come together in a space that exudes a cool persona. The clean, crisp design combines old with new within an airy warehouse feel. Attention to detail doesn’t go unnoticed – from the high-quality marble, to the unique design installations.
Staff members completely reflect this persona; finely turned out is an understatement! They come across as passionate about fashion, and genuinely excited by the designers featured. Plus, by building further excitement through a Snapchat launch, it meant that only those who were part of the ‘Selfridges club’ could witness it first-hand.
The Designer Studio helps Selfridges relate well to our belonging driver – we’re looking forward to the next instalment.
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