Selfridges x Daniel Arsham
2019Creative Direction // Product Design // Graphic Design
For holiday 2019, Selfridges tapped Daniel Arsham to take over their iconic Corner Shop space within the historic retailer. From October to January, the corner space was transformed into an immersive installation featuring collaborations and exclusive product releasing throughout the run of the takeover. From collaborations with A-Cold-Wall* and Ambush to Heinz and Porsche, the Arsham pop-up blended gallery-quality exhibitions with innovative partnerships to the London storefront.
Heinz x Daniel Arsham
In collaboration with Heinz, Arsham reworked the iconic red soup to his own monochromatic aero-green and white palette. In the vein of Warhol and other pop-artists of the past, Arsham paralleled this tradition and created his own version of the recognizable canned good. Alongside the cans of soup sold at retail price (£1.50), two tee shirts with the label were also available for sale.
Graphic design & conceptReadymade x Daniel Arsham
In collaboration with Japanese brand, Readymade, Arsham reimagined a series of Jeanneret Lounge chairs and sofa originally created for Corbusier’s Chandigarh. In the military-inspired style of Readymade, the furniture pieces were reupholstered using vintage WWII American military fabrics left in Japan after the culmination of the war. The waxed heavyweight cotton chairs were available for sale during the run of Selfridges - doubling as set pieces and ready-for-sale works.
