Selfridges has partnered with media brand Highsnobiety on a new retail concept that will include curated products drops and exclusive collaborations, including one with former cult Parisian boutique Colette.
The Co.Lab concept will take over The Corner Shop space on the ground floor at Selfridges Oxford Street from 6 January to 9 February and will sit at the intersection of “luxury fashion and streetwear, as well as art, technology and design”.
A series of drops will take place during the residency with brands such as Prada, Maison Margiela and Alyx by Matthew Williams, but the first will be a collection of limited edition Highsnobiety merchandise created in support of the release of Colette, Mon Amour, a documentary that explores the last days of the closure of the cult Parisian boutique Colette.
The collection was created in collaboration with Colette’s co-founder, Sarah Andelmann, will also be available to buy in-store and online on both Selfridges.com and highsnobiety.com.
In addition auction house Sotheby’s will take up residency for a week and “will make their first key move towards a new generation of culture-obsessed art collectors”, releasing a co-branded Old Masters collection of graphic tees and hoodies.
“Our partnership with Highsnobiety will be the first curation of its kind at Selfridges. Highsnobiety’s unique position as a cultural aggregator and authority; and its multi-platform, multi-disciplinary approach has unlocked the next-level of brand collaboration,” said Selfridges executive buying and merchandising director, Sebastian Manes.
“This is an opportunity for our customers to engage with a project via digital and social elements, by film, by art, by a need-to-see space and of course by world-class product reinforces our feelings of positivity, optimism and energy for 2020 retail,” Manes added.
Highsnobiety CEO and co-founder David Fischer added: “This partnership was a natural fit, as Highsnobiety is leading the way for a new type of storytelling and digital curation of products. Selfridges truly understands how to curate and tell stories within a physical space.
“We are continuing to challenge the way our audience interacts with unique collaborations and prestige brands, and we are excited to bring this to life through a collaboration with Selfridges.”
Selfridges unveiled The Corner Shop at the end of 2017. The space, which sits at the edge of the store’s giant accessories hall is used for temporary installations and pop-ups.