Gustaf Westman has arrived in London, launching an immersive takeover of The Corner Shop at Selfridges. Moving away from standard retail layouts, the space is built as a series of curated, personality-driven home environments. The pop-up debuts a range of limited-edition, London-inspired products, including a dedicated fish-and-chips bowl and tartan-clad furniture. Swedish interior designer and internet favorite Gustaf Westman has officially brought his whimsical, pastel-hued aesthetic to London, launching a full-scale takeover of The Corner Shop at Selfridges. 

Transforming the high-profile retail space into a multi-room experiential journey through the ‘Gustaf Westman Universe,’ the installation celebrates design as a tool for uncompromised self-expression, inviting visitors to reconsider how they interact with their own living spaces. Rather than adhering to a traditional, sterile store format, the Selfridges installation unfolds as a sequence of highly stylized room settings. Visitors can wander through an eccentric ‘fan room,’ a cozy living room, and a variety of domestic vignettes, each engineered with its own distinct lifestyle personality. The setup aims to show that great design belongs everywhere—whether styled inside a sprawling luxury estate or arranged within a cramped, shared flat.