“Playful Luxury”
Selfridges commissioned UXUS to design a bag and accessories department within their Spirit area to express the “playful luxury” attitude of their young designer bag collections. Appropriating artistic principles, the new concept is a continuous transformation of sculptural forms, geometrical grids and vibrant colors.

Giving a luxury shopping a new definition, the experience at Fashion Accessories immerses consumers in a humorous and magical environment that engages them on an emotional level. Animal inspired anthropomorphic totems serve as product highlighters and inject quirky humor. Adding visual sophistication, raised plinths with sculptural cut out niches accentuate spotlight items. Illuminated floating spheres, decaled with garden scenes, create theatricality and unleash visitors’ imagination.

Modular fixtures are used in unexpected ways to create product focus and emphasize the ever-changing nature of the space. Arranged as islands, they hold density and create a unified signature Selfridges interior. A palette of neutral and brightly colored veneers adds playfulness and texture to the fixtures, while resin finishes create a quirky “glazed” effect.

Branded and generic spaces are combined to stimulate discovery and interaction. Four brands, Michael Kors, Marc Jacobs, Longchamp and Vivienne Westwood received their own branded shop-fits.
Embodying Selfridges’ philosophy of “shopping for fun”, the dramatic experience challenges customers’ expectations and encourages them to play with their creativity and personal style.