What: The Selfridges Corner Shop and over three department store main window displays have been taken over by Casablanca’s aviation-inspired pop-up.

Why it is important: Casablanca and Selfridges team up for a pop-up that further solidifies the trend of luxury conceptual retail and hospitality while also demonstrating the brand’s dedication to global activations that build brand awareness.

Titled ‘Casa Airways’, the pop-up showcases an exclusive 45-piece collection with limited-edition azure-hued bikinis, beach towels, silk scarves, graphic T-shirts, crochet hats, bags, knitwear, and tailoring from the AW22 collection. As well, customers can purchase luggage from the Casablanca collaboration with Globetrotter as part of an exclusive pre-sale.

Champagne branded with the Casablanca name is available in the ‘departure lounge’ designed to include graphic 1990s airport signage, security, and private jet set pieces.

Selfridges hosts Casablanca pop-up