What: Selfridges is teaming with Jacquemus on a takeover project titled “Le Bleu” ahead of the summer.

Why is it important: Selfridges’ The Corner Shop space will be turned into a surrealist retail concept inspired by Simon Porte Jacquemus’ own bathroom.

Jacquemus will be the first fashion brand to take over the Selfridges Mews, which is located behind the store, for the brand’s Jacquemus 24/24 vending machine installation. Different from previous editions in Milan and Paris, the London version will be stocked with the Chiquito and Bambino bags in colorways exclusive to Selfridges.

The old Selfridges Hotel on top of the food hall right next to the mews will host the immersive experience concept “Le Vestiaire,” a continuation of the concept “Le Bleu.” Customers will be transported through a surrealist interpretation of a swimming pool with locker rooms and several different rooms which will have different sensory elements.

Selfridges teams up with Jacquemus