Thom Browne’s "Office Fantasia" at Selfridges transforms the Corner Shop into a mid-century workspace where corporate order meets athletic speed. To debut his ASICS collaboration, Browne has designed a space filled with steel desks, blinds, and oversized water coolers. By showcasing technical sneakers in jewellery vitrines, the installation elevates performance gear to collectible design, proving that in 2026, the modern uniform moves fluidly between the boardroom and the tra

Topshop’s return to the UK high street via John Lewis is a masterclass in strategic partnership. By leading with a hospitality-focused pop-up at Oxford Street, offering complimentary Benugo matcha and branded newspapers, the brand is re-establishing its cultural footprint. This isn't just a launch; it’s a shift toward "curated retail," moving from the mass-market scale of the past to a more refined, service-led experience within the John Lewis ecosystem.

The House of Victoria Beckham at Selfridges transforms retail into an intimate, immersive experience. Designed by Random Studio, it blends home and store, showcasing fashion, beauty, and lifestyle through rich textures, warm lighting, and personal storytelling. Each room — from The Dressing Room to The Powder Room — reflects Beckham’s refined world, where architecture, emotion, and design converge into a living expression of her brand.

Shein’s London pop-up by Wonderland Agency shows how digital-born fashion brands can thrive IRL. Immersive design, sound-reactive lighting, and interactive installations transform the space into a TikTok-ready playground, blending fashion, storytelling, and community. With its bold Cherry Pop aesthetic, the experience proves physical activations are key for emotional connection, turning Shein’s digital energy into a vibrant, real-world brand moment.

Oxford Street has a new beauty destination with Space NK’s Play Space, designed by StudioXAG. Packed with playful, high-energy moments, from a moving belt of fragrance mists and a surprise beauty wheel to a pick-and-mix wall of cult minis and interactive digital touchpoints, every detail sparks discovery. This bold, immersive playground brings Gen Z beauty to life, blending sensory storytelling, interactivity, and retail theatre into a must-visit experiential destination.

Takashi Murakami’s Ohana Hatake blooms in Selfridges London with a joyful “Field of Flowers” pop-up. The immersive space brings Murakami’s iconic floral world to life through artful displays, candy-colored sliders, and exclusive product drops. Merging collectible culture with retail theatre, this playful activation redefines fashion experiences with a dose of whimsy, comfort, and sensory delight—showing how the best pop-ups invite you into a whole new world.

AMIRI transforms Selfridges’ Corner Shop into the AMIRI Beach Club — an immersive brand world blending fashion, music, and community. With customisation zones, a sound lab, exclusive drops, and beach-inspired design, this pop-up reimagines retail as a creative playground. From studded hats to reissued collab sneakers, and a matcha soft-serve café, AMIRI delivers a multi-sensory summer escape in the heart of London. Retail theatre, redefined.

FARM Rio brings Brazil to Selfridges with a vibrant pop-up created with Estúdio Campana. Blending fashion, nature, and art, the space transforms into a living forest using natural materials and bold design. Window displays burst with texture and storytelling, inviting passersby to pause and connect. This is physical retail reimagined, where purpose, culture, and emotion meet.

Step into the heart of Oman at Selfridges with the House of Amouage’s immersive activation. Inspired by Jabal Shams, the experience features Decision and Existence — fragrances that blend Omani Frankincense with modern elegance. A sculptural Juniper tree and poetic design elements evoke the rugged wilderness, inviting guests to explore a sensory journey where heritage meets contemporary storytelling. Discover timeless beauty reimagined.

Loewe Perfumes transforms Selfridges’ Corner Shop into a scent-drenched maze inspired by Renaissance gardens. Winding paper walls, oversized tomatoes, and botanical beauty bring the brand’s storytelling to life. From floral workshops to personalised bottles, it’s a full-sensory experience rooted in nature and powered by scent. More than retail, it’s a poetic, immersive world where fragrance, design, and interactivity bloom.

SDD24/42_03: Selfridges has introduced an exciting new pop-up showcasing the premium kidswear collection, H&M Adorables, at its iconic London store. This exclusive launch allows customers to explore the latest in children's fashion, blending stylish designs with high-quality craftsmanship. Designed by Open Studio Stockholm to offer a memorable shopping experience, the pop-up features a curated selection of the H&M Adorables line, which is also available at Selfridges Birmingh

SDD24/41_05: Tiffany & Co. has unveiled a stunning immersive window installation at Selfridges, showcasing the brand's deep-rooted connection to art, design, and exceptional craftsmanship. Located on London’s iconic Oxford Street, this open-to-all gallery transforms the storefront into a visual masterpiece, combining the works of renowned British artists with window displays inspired by The Tiffany Archives. The installation offers a unique blend of artistic heritage and cont

SDD24/39_02: Nike’s 'Don’t Waste Your Energy—Run in Pegasus' installation at Nike Town Oxford Circus, London, spotlights the brand’s Pegasus 41 running shoes with bold displays, interactive activations, and an engaging running zone for visitors to experience.. Pictures courtesy of Tim Nash / @tim_nash_

SDD24/34_03: The new Marc Jacobs Fall 2024 collection takes centre stage in a vibrant pop-up at Selfridges Oxford Street. Located in The Atrium, this space has been transformed with a playful twist on classical architecture, featuring busts draped with bags and murals showcasing signature pieces like the Kiki Boots and Tote Bags. The collection blends 80s punk and glamour with standout pieces such as red and black satin two-pieces, zebra sequin mini dresses, and studded denim

SDD24/25_05: The "Hydrate Your Way" window display by Stanley at Selfridges on Oxford Street, London, offers a refreshing tribute to leisurely summer days by the pool. This vibrant installation, showcasing Stanley's commitment to hydration, invites passersby into a visually captivating experience, blending the brand's iconic products with the essence of sunny relaxation.

SDD24/25_02: NikeTown London recently hosted the Mad Brilliance Pack launch, transforming the ground floor into an immersive trial zone in anticipation of the Champions League Final. The event introduced a new collection of football boots — Mercurial, Phantom, and Tiempo— set to be worn by Nike athletes during the UEFA European Football Championships. The space was vibrant with pink turf and lighting, offering 192 pairs of the soon-to-be iconic 'pink foam / rose mousse' boots