Iconic fashion designer Karl Lagerfeld – and the famous silhouette of his sunglasses and ponytail – served as inspiration for a new campaign at London’s department store.
A series of windows and in-store displays have debuted in conjunction with the launch of the Capsule Collection.
Seeking to tie the ongoing Olympics into the display, conceptual designers at Stuttgart-based incorporated a sport-savvy theme in the production. Filling Selfridges’ two Oxford Street windows are moving mannequins that compete in athletic events like hurdling and discus-throwing. Dubbed ‘robot mannequins,’ they have been made of sleek synthetic materials and specially-manufactured metal plates for a futuristic effect.
Inside is a 200sq-m space dedicated to all things , including large-scale 3D prints, cut-out forms and mannequins on revolving turntables. Glossy black surfaces work to revert imagery, while a ping-ping table has been cleverly manipulated into a reflective display case for clothing.
The entire campaign can be seen at Selfridges until the end of October.
400 Oxford St.