A slew of surrealist pop-up activations are spread across Selfridges, a popular London department store. The interventions are made by French fashion designer Simon Jacquemus. The installation in its entirety is called 'Le Bleu.'
From futuristic vending machines stocked with luxury bags to an aesthetic that is reminiscent of a seeming pool changing rooms, Simon Jacquemus makes his mark across a number of locations in the store. The main attraction amid the surrealist pop-up interventions is located in The Corner Shop—a creative retail space adorned with pale blue tiles, a large sculptural tube of toothpaste spilling its 'contents,' and more. This space spotlights items from the designer's Spring/Summer 2022 collection.
Jacquemus worked alongside experience design studio Random Studio on the surrealist pop-up installations. The collaborators used Jacquemus' bathroom as inspiration.
Image Credit: Selfridges
Key Themes Behind This Trend
- Surrealist Pop-up Installations
- Brands in the fashion industry can use surrealist pop-up installations to create memorable and unique shopping experiences for customers
- Collaborations with Experience Design Studios
- Collaborations between fashion designers and experience design studios can result in innovative and unexpected retail spaces that attract customers
- Inspiration From Unconventional Sources
- Designers can draw inspiration from unconventional sources, like their own homes, to create out-of-the-box pop-up installations that make a lasting impression
Where This Applies
- Fashion
- The fashion industry can use surrealist pop-up installations to create unique and immersive shopping experiences for customers
- Retail
- Retailers can collaborate with experience design studios to create engaging and memorable in-store experiences that set them apart from competitors
- Interior Design
- Interior designers can create surrealist pop-up installations that showcase their design skills in unconventional settings, like retail spaces
