French style designer Simon Jacquemus has opened a collection of surrealist pop-up installations at London division retailer Selfridges, together with a luxury-bag merchandising machine and a swimming-pool altering room.
Titled Le Bleu, the set up occupies numerous areas throughout the shop, together with its artistic retail house The Nook Store and the Outdated Selfridges Resort, a former resort house that’s now getting used as a pop-up venue.
The Nook Store, which capabilities because the set up’s foremost retail house, options pale blue tiles blanketed throughout its inside. In its window, a big clear tube of toothpaste spills ribbons of pink and white gel.
An outsized bathtub, sponges, bathe services and sinks had been additionally put in within the house, the place they operate as show areas for a choice of unique Jacquemus merchandise and items from the model’s Spring Summer season 2022 assortment.
The pop-up areas had been designed as a “surrealist reimagining of Jacquemus founder Simon Jacquemus’ very personal lavatory,” Selfridges stated.
“I needed to create loopy and unrealistic installations, all associated to water and toilet imagery,” stated Jacquemus, founding father of the eponymous model.
The designer was impressed to create one of many installations, an outsized glass, after seeing a pill fizzing in a glass of water.
“I additionally love how the large pill glass would even be very ‘eye calming’, a sort of visible ASMR set up in the course of the Nook Store,” he stated.
On Edwards Mews behind Selfridges, a life-sized merchandising machine stocked with unique editions of the model’s Chiquito and Bambino luggage could be accessed for procuring 24 hours a day.
A big round opening marks the doorway to the house, a sq. room lined with five-by-five rows of baggage and equipment displayed in outsized, deep blue-hued merchandising machines.
On the Outdated Selfridges Resort, the ultimate pop-up – a sensory set up titled Le Vestiaire – references swimming-pool altering rooms.
Guests are greeted by the now-familiar blue tiles, which cowl the partitions, ground and furnishings of the house.
A curved welcome desk was positioned in entrance of a tile-clad wall that holds a set of rolled-up towels.
Blue lockers and altering cubicles line the partitions on the rear of the house and embrace “3D experiences” that draw on the iconography of surrealist French filmmaker Jacques Tati.
“Every expertise may be very totally different and playful, however my favorite could be Le Vestiaire, because it’s the primary time we now have invested in an area like this, with 3D experiences and loopy installations with our Jacquemus merchandise,” stated Jacquemus.
“I needed to recreate an accumulation of lockers with totally different 3D experiences inside, impressed by Jacques Tati films.”
The three pop-up installations are open from 3 Might till 4 June 2022.
The set up is the newest version of a collection of Jacquemus’ merchandising machine pop-ups positioned throughout Europe’s style capitals, together with Milan and Paris.
In 2019, Jacquemus designed a Parisian restaurant named Oursin that featured whitewashed partitions, vibrant ceramics and rattan furnishings in an effort to “perpetuate summer season”.
French style model Balenciaga lately remodeled its Mount Avenue retailer into a short lived fake fur lined pop-up devoted to its Le Cagole line.
Pictures are courtesy of Selfridges.
