Iconic fashion designer Karl Lagerfeld – and the famous silhouette of his sunglass and ponytail – served as inspiration for a new campaign at London’s Selfridges department store. A series of windows and in-store displays have debuted in conjunction with the launch of the Karl by Karl Lagerfeld Capsule Collection.

Seeking to tie the ongoing Olympics into the display, conceptual designers at Stuttgart-based LIGANOVA 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 Selfridges is a 200-sq-m space dedicated to all things Karl, 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.

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