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Selfridges is in good company this September, as London-based concept store Machine-A and Brussels-based multi-brand retailer Smets are taking over the Corner Shop in London’s flagship Oxford Street hub to showcase the power of physical retail and designer. fashion.
The four-week pop-up & Good Company which opens on Monday will feature a range of items from emerging designers, exclusive items and pieces from Selfridges’ sustainability-focused projects Project Earth and Reselfridges.
The selection is curated by the Selfridges team, as well as Stavros Karelis and Pascaline Smets, founders of Machine-A and Smets respectively.
Machine-A will bring around 22 brands to the pop-up, 16 of which will be new to Selfridges, as well as a vintage twist under the Machine-B concept, which is an ongoing collaboration between Machine-A and the brand vintage Byronesque.
The Tomorrow-owned store is also launching its first merchandise collection to celebrate the opening of Machine-A Shanghai later this month.
Featuring graphics designed by Paul Hetherington, who reimagined the Machine-A logo in four styles – as well as quotes from Raf Simons, Matthew Williams, Martine Rose and Coperni sharing why they love Machine-A – the limited run of t-shirts will be available at The Corner Shop as well as Machine-A Shanghai.
Smets will bring three emerging Belgian designers – Valentine Witmeur Lab, Leo and Arte Antwerp – to Selfridges for the first time and will offer a selection of design pieces, including sculptures, candles and books, as well as an archival edit of 27 pieces of Alaïa jewelry and ready-to-wear pieces from the brand’s Spring and Fall 2017 collections.
Sebastian Manes, director of buying and merchandising at Central Group and Signa-owned retailer Selfridges, said the & Good Company project is about “sharing inspiration and creativity from some of the best independent multi-brand stores around the world”.
“We are fascinated by the curation and the way these founders have approached fashion; they both have such unique ways that we wanted to give them a platform to express that even further. We are delighted to support their businesses by offering them our best collaborative retail platform, The Corner Shop,” he added.
Karelis said the collaboration with Selfridges is a historic moment for Machine-A as it marks “the first time retailers in London have decided to join forces and their communities in such a dynamic way, during a month when London celebrates the most talented well of design..”
Smets added that her eponymous store “is not only about fashion, but we have also curated an offering of artwork from photographer Julien Boudet alongside design pieces from Le Cactus Bleu by Gufram. We hope Selfridges customers get a glimpse of our spirit.”
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