Selfridges turns its corner shop into a dream getaway – WWD

BLOW HOT AND COLD: Selfridges there’s a new concept for the ever-evolving Corner Store.

Inspired by two very different but equally captivating winter travel destinations, Los Angeles and St. Moritz, British department store turned the pop-up space into a dream getaway.

The new space, opening today, stocks products from two “dream destinations,” including merchandise from LA’s Sunset Tower, marking the first time pajamas, gowns and champagne have been available. brands are sold outside the hotel.

The store is also stocking products from loungewear label Sporty & Rich, as well as a selection of Slim Aarons prints, a Paul Smith outerwear jacket in the same pink color as the house’s popular Melrose store. designs and lots of merchandise, from the little Oscars. , to products designed by the city’s matcha expert Cha Cha Matcha.

There’s also an edit of the alpine ready-made products of St.’s Super Mountain Market concept store. Moritz, in addition to mulled wines, fondue sets, blankets, and board games.

The retailer is once again focusing on sustainability with this latest edit: Super Mountain Market’s selections include biodegradable fabric scraps from Austria and also some ski suits Favorites from places like Prada and Fusalp, and some natural California wines.

“We developed the concept when travel was still a distant dream. So we wanted to bring the magic and unique culture of two of our favorite international destinations to an unusual gift,” said Selfridges. purchasing executive Sebastian Manes.

Manes adds that the aim is to provide a mix of local icons and fun, festive produce – hence the harmonious mix of everything from clothes, wine, bakeries ginger.

Selfridges has kicked off the holiday season, revealed Christmas window at the end of October with the theme “Christmas of Dreams”.

The windows draw inspiration from director and choreographer Busby Berkeley’s 1930s vision of Hollywood and classic Technicolor movie musicals from the 1950s.

An imaginary cast of characters has been brought to life in windows, shops and through Selfridges‘digital campaign, featuring Jane Horrocks, the actress who played Bubble in the TV series “Amazing”.

A total of 29 window displays feature bold colors, sparkles and surreal set designs, executed using techniques and materials such as trompe l’oeil, cutout, layered and clamshell frames.