Selfridges is hosting Jacquemus’ famous 24-hour pop-up store / vending machine, which the French brand kicked off with an all-pink theme in Paris in December before heading to Milan in February with a white rendition. London’s pop-up store is instead blue, befitting the title and aquatic theme chosen for the venture. The vending machine, stocked with the Chiquito and Bambino bags, was installed behind the department store in Edward Mews where Selfridges traditionally holds its Christmas market.
The brand has also taken over the store's famous Corner Shop, featuring a unique layout inspired by the Jacquemus designer's bathroom, where, in addition to the brand's ‘it bags’, sweatshirts, T-shirts, accessories and other items can be found, as well as a curated selection of the Spring/Summer 2022 ‘Splash’ collection. The Old Selfridges Hotel above the store will host ‘Le Vestiaire’ (closet) which is a multi-sensory journey lasting about 20 minutes, replicating a swimming pool complete with changing rooms and lockers, which visitors can access upon booking until May 20. In parallel with the project’s launch, the brand is doubling down on social media by opening an Instagram account dedicated to Jacquemus' founder in late April.