Selfridges new season launches across all stores with a focus on helping customers celebrate special moments, big or small. In 2023 this is brought to life through the lens of 2D artistry.
Unveiling all-new window displays and unexpected visual pleasures in its physical and digital spaces, ‘Selfridges Celebrates‘ is Selfridges playful take on how to shop and plan for the moments in life that call for joyful celebration. All year round, customers can find thoughtful gifting ideas and experiences, sustainable solutions and accessible treats, all with a Selfridges 2D twist.
In a world flooded with hyper-connection and the multi-sensory, 2D illustration is having a moment in the spotlight across all Selfridges categories. Four talented female artists and illustrators Angela Kirkwood, Paulina Almira, Brindha Kumar and Lena Yokoyama have been commissioned to interpret special Selfridges destinations including the beauty concierge, skate bowl, brasserie, bar, opticians and other parts of the store encouraging shoppers in. Each illustrator has a clear and different style which also adds to the diversity of the visual merchandising concept.
A special commission by John Booth in Selfridges flagship Oxford Street windows on the corners of Oxford Street and Orchard Street invites customers to explore playful interpretations of what celebration means to them.
Propability delivered on the creative vision working in co-operation between the illustrators and the Selfridges team. Each window was constructed by printed reboard or diabond in 2d but as the individual elements are layered a 3d effect was cleverly created. Each part was clad in print and as always used sustainable and recyclable materials.One of the key challenges was to ensure that the various scales, sizes and parts were constructed and printed correctly with Propability managing the process each step of the way liaising between the artists, printers and ensuring a smooth delivery and installation from start to finish.
Customers will also be able to shop exclusive 2D inspired collaborations and drops revealed throughout the year, from special edition Selfridges Selection treats featuring colourful designs by Angela Kirkwood, to playful homeware, cards and trinkets by David Shrigley, Reselfridges vintage fashion edits inspired by 2D artistry and a whole host of Selfridges Celebrates eventing.
