Selfridges is in good company this September as London-based concept store Machine-A and Brussels-based multi-brand retailer Smets take over the corner shop at the department store’s flagship store on Oxford Street, London, to leverage the power of physical retail and Designers demonstrate fashion.
The four-week pop-up & Good Company, which opens Monday, will showcase a range of items from emerging designers, exclusive drops and pieces from Selfridges’ sustainability-focused projects Project Earth and Reselfridges.
The selection is curated by the Selfridges team and Stavros Karelis and Pascaline Smets, founders of Machine-A and Smets respectively.
Machine-A brings around 22 brands to the pop-up, 16 of which are new to Selfridges, as well as a vintage edit under the Machine-B concept, which is an ongoing collaboration between Machine-A and vintage brand Byronesque.
The Tomorrow-owned store is also launching its first collection of merchandise to celebrate the opening of Machine-A Shanghai later this month.
Featuring graphics designed by Paul Hetherington, who redesigned the Machine-A logo into four styles – plus quotes from Raf Simons, Matthew Williams, Martine Rose and Coperni sharing the reasons they love Machine-A – the limited edition t-shirts will be available at The Corner Shop as well as Machine-A Shanghai.
Smets is bringing three emerging Belgian designers – Valentine Witmeur Lab, Leo and Arte Antwerp – to Selfridges for the first time, offering a selection of design pieces including sculptures, candles and books, as well as a 27-piece archival edition of Alaïa jewelery and prêt-à- Porter from the brand’s Spring and Fall 2017 collections.
Sebastian Manes, director of purchasing and merchandising at Central Group and Signa-owned retailer Selfridges, said Projekt & Good Company is about “sharing inspiration and creativity from some of the best independent multi-brand stores in the world”.
“We are fascinated by the curation and the way these founders approached fashion; Both have such unique possibilities that we wanted to give them a platform to express this even further. We’re excited to support their businesses by bringing them our best collaborative retail platform, The Corner Shop,” he added.
Karelis said the collaboration with Selfridges is a milestone for Machine-A as it “marks the first time that retailers in London have decided to join forces and their communities in such a dynamic way, during a month in which London is the celebrates the best design talent.”
Smets added that her eponymous shop “is not just about fashion, we have also curated a range of artworks by photographer Julien Boudet along with design pieces from Gufram-based Le Cactus Bleu. We hope Selfridges customers get a taste of our spirit.”