Building excitement and new physical experiences is transforming the third floor of Selfridges London into a must-see destination as it unveils a series of lifestyle studios to entice & enthral its adrenaline driven customers.



The Design studio is the latest area to be unveiled and at over 1000sqm presents itself a home for innovative and exciting ladies wear brands from the international established to the emerging new talents. J.W.Anderson, Vetements, Christopher Kane, Marni and Joseph are joined by international brands such as Maison Margiela, Undercover, Toga, Jacquemus and Craig Green and new names Dilara Findikoglu, Richard Malone, Le Kilt, Walk of Shame and Puma x Fenty

What encapsulates the design studio is an integrated approach to the creative world combining fashion displays with specially commissioned architecture, installations, music and multi-media where the commercial and the creative share not only space and time but physically combine to display and present the product to the customer.

The concept is built around an array of follies, art installations come fixtures within the theme of force, delivering engineering energy to fashion furniture, colour creativity to settings for shirts and geometric tension to tables and chairs.

In a final flourish of sensory synergy the music flows freely from fashion house playlists complementing the visual concepts behind the season’s collections.

selfridges-fashion-fusion-follies-fashion-features selfridges-fashion-fusion-follies-gallery-prints selfridges-fashion-fusion-follies-insect-inside


The retail experience is evolving from the classic category catalogue into a multi-sensory experience where product is combined with sound, video and service to create a more immersive brand interaction. Whilst Selfridges can take this to extremes it is important for all retailers to bring their physical shopping experience alive in new and interesting way.

Should your brand transform its selling spaces into something more extraordinary?

What elements of your brand have the potential to create an emotional link with the customer?

Let VM-unleashed help you realise your new horizons…we have experience in helping you define your commercial strategies as well as delivering physical brand experiences.