When Selfridges entitled its latest in-store event the ‘World of Stella’, we wrote it off as hyperbole. As it turns out, they were bang on the money. Stella McCartney has literally taken over the department store, with pop-ups (plural!) and events over three floors. The main attraction is the launch of the new L.I.L.Y fragrance together with Stella’s Adidas line for the Olympics – both housed in installations on the ground floor. But we’re rather excited about the lingerie pop-up (which offers monogramming for your smalls) as well as mini shops-within-the-shop dedicated to Stella sunglasses, kidswear and ready-to-wear apparel. To add a little interactive twist to the mix, the store is also hosting competitions, a talk with the queen bee herself, as well as face-painting for the kids. We told you it was a real takeover.
For info, see style.selfridges.com.