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Jacquemus creates surrealist interpretation of his own bathroom for Selfridges pop-up

French fashion designer Simon Jacquemus has launched a series of surrealist pop-up installations titled "Le Bleu" at London's Selfridges department store, running from May 3 to June 4, 2022. These installations, designed in collaboration with experience design studio Random Studio, offer a whimsical and immersive retail experience inspired by Jacquemus' personal bathroom aesthetics. The project encompasses various locations within and around Selfridges, transforming traditional retail spaces into imaginative, water-themed environments. The main retail area for "Le Bleu" is located in Selfridges' creative retail space, The Corner Shop. This section is characterized by pale blue tiles covering the entire interior, setting a serene yet unconventional backdrop. The window display features an oversized, transparent tube of toothpaste, from which ribbons of red and white gel spill out, immediately signaling the surrealist theme. Within The Corner Shop, oversized bathroom fixtures such as a bathtub, sponges, shower facilities, and sinks are repurposed as display platforms for an exclusive selection of Jacquemus products, including items from the brand's Spring Summer 2022 collection. Another prominent installation is an oversized glass containing a fizzing tablet, which Jacquemus describes as a "visual ASMR installation." This particular design was directly inspired by the simple act of observing a tablet dissolve in water, reflecting the designer's desire to create "crazy and unrealistic installations, all related to water and bathroom imagery." A unique 24-hour vending machine, named "24/24," is situated on Edwards Mews, behind the main Selfridges store. This vending machine allows customers to purchase exclusive editions of Jacquemus' popular Chiquito and Bambino bags at any time of day. The entrance to this space is marked by a large circular opening, leading into a square room where five-by-five rows of bags and accessories are displayed within deep blue-hued, oversized vending machines, offering a novel and accessible shopping experience. The third installation, "Le Vestiaire," is a sensory experience housed in the Old Selfridges Hotel, a space now utilized for pop-up events. This installation draws inspiration from public swimming-pool changing rooms, featuring the recurring blue tiles on its walls, floor, and furniture. Visitors encounter a curved welcome desk fronting a tile-clad wall that neatly holds rolled-up towels. The rear of the space is lined with blue lockers and changing cubicles, which integrate "3D experiences" inspired by the iconic works of surrealist French filmmaker Jacques Tati. Jacquemus expressed a particular fondness for "Le Vestiaire," noting it as the brand's first venture into such an immersive, 3D-experience-rich space. This series of pop-ups builds on Jacquemus' previous vending machine installations in European fashion capitals like Milan and Paris, further solidifying the brand's innovative approach to retail and brand experience. In 2019, Jacquemus also designed the Parisian restaurant Oursin, known for its whitewashed walls, colorful ceramics, and rattan furnishings, which aimed to evoke a continuous summer atmosphere. The installations collectively offer a fresh and imaginative take on retail, merging fashion with surrealist art and everyday elements. #PopUpShops #Selfridges #Jacquemus #RandomStudio #London #FashionTag #RetailTag #Installations #Interiors #Design #PopUpShops #Selfridges #Jacquemus #RandomStudio #London #FashionTag #RetailTag #Installations #Interiors #Design
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