DDi - June 2013 - (Page 20)

20 | A touch of whimsy Photos: Dim Balsem Selfridges London’s new accessories hall exudes “playful luxury” By Lauren Mitchell, Associate Editor L uxury shopping has a new meaning at the recently revamped Selfridges London accessories hall. With must-have global brands, from Vivienne Westwood to Longchamp, hanging from animal-inspired totems and displayed in sculptural cut-outs, the department injects imaginative fun into the high-end shopping experience. Desiring a look that expressed the attitude of its young designer bag collections, Selfridges enlisted Amsterdam-based UXUS to design the department. “Our goal was to create an exciting and dynamic space with a sense of quirky humor and playfulness, while ensuring maximum flexibility for ever-changing product presentations,” says George Gottl, chief creative officer and partner at UXUS. Employing artistic principles, the | June 2013 design team developed a concept of dramatic forms, geometrical merchandising grids and vibrant accents. The 3,379-sq.-ft. accessories hall features a neutral palette with pops of color, such as brightly hued anthropomorphic “bird butlers.” These ostrich, flamingo and hen sculptures hold merchandise throughout the store—some even extend handbags from their beaks to passing customers. Juxtaposing these quirky creatures are sleek, contemporary, raised platforms, which feature cut-out niches that also showcase product. Arranged as islands, these platforms create a cohesive, yet flexible, interior and establish a strong visual presence within the high-volume space. Above the selling floor, internally illuminated spheres create a floating lighting sculpture. “Theatrical lighting and other elements create a humorous and magical environment that engages people on a more emotional level,” Gottl says. Decaled with garden scenes, the spheres provide a softness that contrasts the exposed ceilings. “We wanted to give luxury shopping a new definition and immerse customers in a more playful and scenographic experience,” Gottl says. In line with Selfridges’ point-of-view, the dramatic accessories environment surprises and inspires customers, inviting them to experiment with their personal style. To email this article, visit www.ddionline.com/magazine. www.ddionline.com http://www.ddionline.com/magazine http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - June 2013

DDi - June 2013
Table of Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Editor’s Choice
Design Snapshot
Cover Story: Isetan
Little Bookworm
Polaroid Fotobar
Creative Roundup
The Art of Drawing
Globalshop 2013: Post-Show Coverage
Right Light
Product Spotlight
Calendar
Advertisers
Classifieds
Think Tank

DDi - June 2013