It all started with a tablet fizzing in a glass by Creative Director Simon Porte Jacquemus’ bathroom sink. “I wanted to create crazy and unrealistic installations, all related to water and bathroom imagery,” he told us. As an exciting next step in our ongoing creative collaboration with Jacquemus, we’re thrilled to launch “Le Bleu” Jacquemus + Selfridges: an azure-blue world staged in and around our London store, which also marks the launch of the brand’s permanent accessories boutique.
Continually inspired by art and French cinema for his collections, Simon Porte Jacquemus drew on the surrealist films of Jacques Tati to create the immersive, sensory spaces across the store. Below, we give you a few droplets of insight into what to expect…
A giant toothpaste tube, tiled sinks and an enormous glass of water: “The Corner shop is a reproduction of a bathroom in a giant, disproportional way, with clean, minimal tiles, in a beautiful water-blue colour,” said Simon Porte Jacquemus. In the space, you can splash about among the exclusive-to-Selfridges collection of accessories, fashion and homeware.
Staged at the Old Selfridges Hotel, this nostalgic installation will play on your senses. “It’s an immersive and visual experience, which is inspired by swimming pool changing rooms,” Simon said. “I wanted to recreate an accumulation of lockers with different 3D experiences inside, inspired by Jacques Tati movies.” No need to bring your goggles…
On Edwards Mews behind our London store, you’ll find the third instalment of “Le Bleu”: 24/24 – a vending machine stocked with the exclusive Chiquito and Bambino bags, which you can shop 24 hours a day. As Simon told us, “The Jacquemus 24/24 store will also follow this obsession with blue and water and will be entirely made in blue, with only blue Jacquemus pieces.”
Jacquemus Le Bleu installations at Selfriges London
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