First Paris, then Milan, and now London! We’re talking JACQUEMUS 24/24, a series of playful pop-up stores by the namesake brand which takes Europe’s fashion capitals by storm. Dubbed Le Bleu and inspired by bathrooms and water, the latest JACQUEMUS pop-up initiative not only lives up to its name, but if you ask us, it also trumps the previous ones in terms of size, format and fun factor. Mind you, there is not just one, but in fact t-h-r-e-e distinct spaces, all designed in collab with Amsterdam and Paris-based practice Random Studio, where to indulge in both the brand’s coveted trophies and creative vision. The first space, JACQUEMUS 24/24, anchors the pop-up venture, featuring a specially constructed pavilion situated next to the entrance of the Selfridges car park on Edwards Mews where the department store’s annual Christmas market is held. Similar to the previous pop-ups, it houses rows and rows of vending machines filled with Chiquito and Bambino bags, and striped bucket hats, but here, they’re placed in a vault-like setting.
And yes, as its name already implies, the pop-up store is accessible to the fanbase 24 hours a day. The so-called Corner Shop, a creative space on the ground floor of Selfridges department store, is a much larger showcase, featuring a lifesize toothpaste tube, tiled sinks and a huge glass of water as a backdrop for JACQUEMUS women’s apparel, towels, and its Chiquito and Bambino bags, in matching blue of course. The final installment of Le Bleu, called Le Vestiaire, can be found at the Old Selfridges Hotel, the department store’s former lodgings on the premises. Here, the brand’s creative director Simon Porte Jacquemus created an immersive visual installation reminiscent of swimming pool changing rooms and inspired by the films of French director Jacques Tati (click here for tickets). The three spaces remain open through Jun 4 and their inauguration also marks the launch of a permanent JACQUEMUS accessories store at Selfridges.
JACQUEMUS 24/24
Edwards Mews (Mayfair)
London W1H 6HL
Daily 24/7
JACQUEMUS
Selfridges, 400 Oxford Street, Ground Floor and Second Floor (Mayfair)
London W1A 1AB
Telephone: +44 20 71606222
Mon-Sat 10am-9pm
Sun 11.30am-6pm
Publishers Note
Just to be clear – superfuture® is a design blog and not a political commentator. No surprise there. The scope of our content has always been global and borderless, however that can often mean covering projects in countries where we will not agree with the politics or actions of those countries. In a world that’s as screwed up as ever right now, the focus of our support is to those designers, architects and other creatives who aim to make the world a more liveable one – as opposed to people that try their hardest to destroy it. So if a project hits our desk and we like it based on its design credentials, we may choose to publish regardless of its location or creators nationality. superfuture® has always been inclusive and hopes for all current wars, aggression, violence, hate and extremism to end.
