2D makeover at Selfridges

January 13, 2023 | By RetailME Bureau


Sporting playful installations, the 2D makeover at Selfridges ​offers customers new ways to celebrate special moments brought to life through the lens of 2D artistry.​

Unveiling all-new window displays and unexpected visual pleasures in its physical and digital spaces, ‘Selfridges Celebrates’ is the British department store chain’s playful take on how to shop and plan for the moments in life that call for joyful celebration. All year round, customers can find thoughtful gifting ideas and experiences, sustainable solutions and accessible treats, all with a Selfridges 2D twist.​

In a world flooded with hyper-connection and multi-sensory effects, 2D illustration is having a moment in the spotlight across all Selfridges categories.

Four talented female artists and illustrators Angela Kirkwood, Paulina Almira, Brindha Kumar and Lena Yokoyama have been commissioned to transform 29 iconic windows across Selfridges London, Manchester and Birmingham stores. The new installations feature a series of mood-lifting, two-dimensional installations.

While Angela’s joyful drawings and cheeky characters will mark each of this year’s calendar celebrations at Selfridges. A special commission by John Booth in Selfridges flagship Oxford Street windows on the corners of Oxford Street and Orchard Street invites customers to explore playful interpretations of what celebration means to them.​

Customers will also be able to shop exclusive 2D inspired collaborations and drops revealed throughout the year, from special edition Selfridges Selection treats featuring colourful designs by Angela Kirkwood, to playful homeware, cards and trinkets by David Shrigley, Reselfridges vintage fashion edits inspired by 2D artistry and a whole host of Selfridges Celebrates eventing.​

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