Selfridges teams up with Instagram to launch exclusive pop-up
Selfridges is teaming up with Instagram to launch an exclusive pop-up at its flagship store on London’s Oxford Street.
Opening from 5 to 15 December, The Instagram Edit will be housed in the store’s Designer Studio and will feature a mix of fashion, jewellery, beauty and homeware brands that have all been built on Instagram.
Eva Chen, fashion director at Instagram, said: “Brands have been a key part of the Instagram community since our launch—Instagram has always been a place to discover and be inspired by businesses of all sizes. Today, 90% of people follow a brand or business. The Instagram Edit brings to life some of these beloved brands that were built on Instagram in an iconic setting just in time for Christmas.”
In addition, passers-by on Oxford Street will be able to see the pop-up’s digital window display which has been created in partnership with 3D artist Antoni Tudisco.
Selfridges executive buying director Sebastian Manes said: “Instagram is a constant source of information for our Selfridges community, as a way to discover and connect with brands and also individuals from around the world, as well as acting as a barometer for what’s new and next in fashion, beauty and lifestyle. I’m proud that Selfridges will be the first UK retailer to partner with Instagram in this way.”
