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Selfridges launches experimental pop-up featuring 3D printed Gaultier shoes

Jeremy Lim
06 April 2022

Selfridges has launched a four-week retail experimental pop-up at its Oxford Street store, offering customers a "creative playground" featuring printing on-demand, cutting-edge materials and sustainable innovation.

Located inside The Corner Shop, the Supermarket will feature a curation of "innovation-leading brands and inspiring collaborations" with both established names and start-ups. Customers will be able to watch 3D printing in action, discover how innovative materials such as atmospheric carbon are created and plant-based meat powered by 3D-printing technology. 

The Supermarket will also introduce new ownership concepts and exclusive NFT digital artworks available to purchase in store.

Parley for the Oceans takes centre stage in the shop with a 2.3m tall robot, which uses 3D printing to transform plastic pollution from islands into useful objects through printing of homeware, clothing and sunglasses.

For haute couture, Iris Van Herpen will display a series of exclusive shoppable laser cut corset belts and made-to-order dresses utilising recycled ocean plastic, while Jean Paul Gaultier will feature their first 3D printed shoes. Other collaborations will explore future-facing sustainable materials such as mushroom and pineapple leather, and the first fully recycled and completely circular nylon Marine Filament.

Emma Kidd, Selfridges Acting Creative Director, said: "Through this year's creative theme, Superfutures, we're examining the future of retail, inviting customers to join us. With our Project Earth commitments at its heart, Supermarket brings to life our imagined future shop, offering product on demand as well as items made from future facing materials such as pineapple leather. We're excited for our customers to explore Supermarket and hope to spark thoughts and conversation around consumption and physical ownership."

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