WORDS Chiara Maculan
IMAGES Courtesy of Selfridges
“Le Bleu” is a Jacquemus + Selfridges collaborative pop-up that opened this week as a fully realised special project, featuring a line of exclusive products. Exploring the trendy post-pandemic concept of hyperphysical stores, the brand set up a whole immersive retail experience across three unique spaces – Le Vestiaire at The Old Selfridges Hotel, 24/24 on Edwards Mews and The Selfridges Corner Shop.
Le Bleu will be taking up residence in Selfridges’ flagship creative retail space, The Corner Shop throughout May. The space is a surrealist reimagining of Jacquemus founder Simon Jacquemus’ very own bathroom, and it will be home to exclusive colourways of the brand’s iconic Chiquito and Bambino bags. The pop-up will also stock a selection of exclusive products including hoodies, t-shirts and towels – as well as an edit of the Le Splash ready-to-wear collection, and the brand’s Marseille je t’aime photography book.
Jacquemus is also the first brand to take over Selfridges Mews, located directly behind the Oxford Street store, and complete with a 24-hour vending machine that sells colourways of its top-selling Chiquito and Bambino bags.
You can find more from the french brand nearby at the Old Selfridges Hotel with “Le Vestiaire”. A continuation of the concept Le Bleu, Le Vestiaire offers an immersive experience that transports customers through a surrealist interpretation of a swimming pool and rooms with 3D sensory experiences.
“This exciting project combines exclusive product with immersive experiences and continues to position Selfridges as the leading physical and digital platform.” explains Sebastian Manes, Executive Buying and Merchandising Director.
To visit Le Vestiare, book a timeslot Monday – Saturday, 12–7pm or Sunday 12-6pm. Each booked slot grants access to the space for 20 minutes to ensure you can fully enjoy the experience.
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