Selfridges is collaborating with Instagram to launch an exclusive pop-up at its flagship store on Oxford Street.
The pop-up will be open from the 5th to 15th December, The Instagram Edit will be housed in the store’s Designer Studio and will feature a collection of fashion, jewellery, beauty and homeware brands that have all been built on Instagram.
Eva Chen, fashion director at Instagram, said: “Brands have been a key part of the Instagram community since our launch—Instagram has always been a place to discover and be inspired by businesses of all sizes. Today, 90% of people follow a brand or business. The Instagram Edit brings to life some of these beloved brands that were built on Instagram in an iconic setting just in time for Christmas.”
The pop-up will feature a digital window display, which has been designed and created in partnership with 3D artist Antoni Tudisco.
Selfridges executive buying director Sebastian Manes said: “Instagram is a constant source of information for our Selfridges community, as a way to discover and connect with brands and also individuals from around the world, as well as acting as a barometer for what’s new and next in fashion, beauty and lifestyle. I’m proud that Selfridges will be the first UK retailer to partner with Instagram in this way.”
