Machine-A and Smets at Selfridges Corner Shop – WWD
Tue 6 Sep
Selfridges is in good company this September, as the London-based concept store Machine-A and multibrand retailer Smets from Brussels are taking over the Corner Shop at the department store’s Oxford Street flagship in London in order to showcase the power of physical retail and designer fashion.
The four-week pop-up & Good Company that opens Monday will feature a range of items from emerging designers, exclusive drops 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 some 22 brands to the pop-up, 16 of which will be new to Selfridges, as well as a vintage edit under the concept Machine-B, which is an ongoing collaboration between Machine-A and vintage brand Byronesque.
The Tomorrow-owned store is also launching its first merchandise collection to celebrate the opening of the Machine-A Shanghai later this month.