February, 21 2019

The most ironic and disruptive Italian design brands contaminates with its irony and creativity the ground floor of one of most renown department stores in the whole world. Seletti is proud to show its first flagship store in London within Selfridges, a 60sqm store on the ground floor which is a signature space designed by BBMDS.

The shop is conceived to meet that need for flexibility that characterizes the Seletti world, providing the opportunity to reconfigure, almost in real time, the display of collections. A dynamic space, a four-dimensional space where the products are displayed in a tangle of lines and designs with graphic impact, playing on the contrast between "industrial" materials and precious finishes. The scaffolding creates a simple and yet interesting structure to show customers the different product lines, while the custom-made graphics enrich the look of the whole environment.

Seletti’s eye-catching, fun and often outrageous homeware is made up of a number of design collaborations with some of the most well-known names across lifestyle and fashion. The space will house some of the brands most iconic pieces from their collaborative collections including BLOW by Job and Seletti designed by Studio Job, DEISEL LIVING with Seletti, Seletti wears TOILETPAPER and the collections designed by Marcantonio.

The Seletti shop-in-shop also offer customers the possibility to create their own bespoke lighting. Customers visiting the ‘Letter Wall’ will be able to design their lighting via Seletti’s smart screen by firstly composing their message and then choosing a lighting design. 

Seletti CEO, Stefano Seletti comments, ‘Seletti could not find a better partner than Selfridges to open its first shop in London. It is quite an achievement to be able to cooperate with one of the most established and yet innovative shopping institutions in the most cosmopolitan and cutting-edge city. London is the center of avantguard in design; being here means to be able to reach our ideal target: young, fresh, well-travelled, with an eye for the unconventional and the wish to push boundaries through crazy object and furniture. We are thrilled and ready to welcome everyone to this new space!’