With its signature big yellow sign and revolving door of innovative pop-ups, Selfridges has always aimed to revolutionise the retail experience. Kicking things off for the new year the department store’s first big thematic event is all about celebration. Whether the occasion is big or small, Selfridges Celebrates will see the legendary department store adorned with all-new window displays and visual presentations — online and in-person — by a selection of 2D illustrators. With the post-New Year's Eve celebration slump in full swing, Selfridges is keeping the commemorative mood going as it hopes to inspire visitors with joyful illustrations and in-store installations. Staying true to Selfridge's commitment to sustainability the event will help customers find gift ideas and experiences that are both thoughtful and sustainable.
Creating a multi-sensory experience around the joy of celebration, Selfridges has commissioned four talented female artists and illustrators to create original works for stores in London, Manchester and Birmingham. Illustrations by Angela Kirkwood, Pauline Almira, Brinda Kumar, and Lena Yokoyama will be at the centre of two-dimensional installations propped up throughout the shop’s floors. At the corner of Selfridge’s flagship Oxford street windows, there will be a special commission by artist John Booth that asks visitors to explore playful interpretations of what celebration means to them. Customers will be able to purchase exclusive 2D-inspired collaborations and drops revealed throughout the year, with Reselfridges initiative curating joyful edits of vintage fashion inspired by the artists work.
Selfridges Celebrates begins on 9 January.