jacquemus creates a surreal blue version of his bathroom in selfridges london

LONDON’S OWN JACQUEMUS VENDING MACHINE

Following the success of the Paris and Milan vending machine pop-up stores (see more here), Jacquemus has brought the same retail concept to London. Dubbed Le Bleu and designed together with Random Studio, the blue-hued installation has taken over Selfridges — from The Corner Shop, to the Old Selfridges Hotel and finalizing on Edwards Mews behind the store.

‘I wanted to create crazy and unrealistic installations, all related to water and bathroom imagery,’ said Creative Director Simon Porte Jacquemus.

LE BLEU BY JACQUEMUS – EXPERIENCES RELATED TO WATER

Encompassing different experiences related to water, the space features a giant Jacquemus bathroom at The Corner Shop, swimming pool lockers with unique 3D experiences staged at the Old Selfridges Hotel, and the newest Jacquemus 24/24 vending machine all in blue with exclusive products on Edwards Mews behind the store.

‘The Corner shop is a reproduction of a bathroom in a giant, disproportional way, with clean, minimal tiles, in a beautiful water-blue color,‘ Simone Porte Jacquemus continued. ‘The Jacquemus 24/24 store will also follow this obsession with blue and water and will be entirely made in blue, with only blue Jacquemus pieces.’

random studio and jacquemus at Selfridges

The space was specially designed with Random Studio (see more here) as a surrealist reimagining of the personal bathroom of Jacquemus founder Simon Jacquemus. The project is expressed with colorways exclusive to the brand’s iconic Chiquito and Bambino bags. The space is also stocking a selection of exclusive products including hoodies, t-shirts and towels — as well as an edit of the Le Splash ready-to-wear collection, and the brand’s Marseille je t’aime photography book.

‘Selfridges is thrilled to have worked on Le Bleu Jacquemus + Selfridges with the team at Jacquemus,’ said Sebastian Manes, Executive Buying and Merchandising Director. ‘This exciting project combines exclusive product with immersive experiences and continues to position Selfridges as the leading physical and digital platform.’