Selfridges is partnering with Highsnobiety to launch a “first curation of its kind” pop-up store to showcase new products, art, film and digital and social elements.
The Co.Lab has now launched in Selfridges’ Corner Shop space and will showcase a range of curated product drops and exclusive collaborations, rotating every week using the space’s modular design.
Forming part of the luxury department store’s “Happy New Decade” campaign which is set to run for three months, The Co.Lab aims to engage with customers via “digital and social elements, by film, by art, by a need-to-see space and of course by world-class product”.
“Our partnership with Highsnobiety will be the first curation of its kind at Selfridges,” Selfridges’ executive buying and merchandising director Sebastian Manes said.
“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.”
Highsnobieties chief executive 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, while Selfridges truly understands how to curate and tell stories within a physical space”.
Its first product drop, launched this week, is a limited-edition range of Highsnobiety merchandise created in support of the documentary Collette, Mon Amour, followed by releases from Matthew Williams’ ALYX x B&O, Sotheby’s and Maison Margiela throughout the month.