LONDON – Selfridges is starting 2022 in style with a forward-looking project, bringing together fashion, art, retail, theater and NFT under one roof.
The British retailer is teaming up with Paco Rabanne and the Vasarely Foundation – which represents the works of French-Hungarian artist Victor Vasarely – to create unique window displays, pop-ups, in-store art exhibitions and NFTs .
Building on Paco Rabanne’s Creative Director Julien Dossena’s Spring 2022 range, where Vasarely’s abstract art featured throughout its collection, Selfridges decided to step up a gear and bring the entire universe of Vasarely.
The artist – who pioneered the Op Art movement, worked with David Bowie and counted Yoko Ono and Andy Warhol among his fans – is known for his bold use of color, geometric patterns and flair for illusions of optics.
The idea was to translate “the universe” through all possible touchpoints – “from the archive to the metaverse” – hence Paco Rabanne’s archive pieces which will be released tomorrow at Selfridges, alongside 12 “Unportable” NFTs by Paco Rabanne.
Vasarely’s art will also be on display throughout the store: display cases will be wrapped in the artist’s geometric designs, while original and NFT artwork will be available for sale.
This marks Selfridges’ first foray into the metaverse and it also plans to simplify access for its customers by allowing NFTs to be purchased with a regular bank card at the counter – no cryptocurrency needed here.
NFT prices will range from 2,000 to 100,000 pounds.
The department store’s ever-evolving Corner Shop also gets the Vasarely and Paco Rabanne treatment. As part of the “Universe” project, the space will be wrapped in aluminum scaffolding and will store a range of products including hand-painted Bamford watches, skateboards, Globe Trotter luggage and “boutique” items. of gifts” such as candles and cushions – all with very graphic works.
There are also plenty of offers in the fashion department. Paco Rabanne’s Spring 2022 range will be available in-store throughout the season and will be available for both rental and purchase, in line with the retailer’s sustainability commitments to embrace more circular designs. The buying team also curated a mix of other fashion products, both pre-loved and new, featuring the Op Art hexagon patterns that Vasarely is known for.
“As Selfridges looks to the future, we continue to draw inspiration from the past. In the case of Victor Vasarely and Paco Rabanne, we have more than 50 years of proposals for the future to explore. I love the idea of bringing Vasarely’s passion for social art to a social space like Selfridges and using their universe as a way to bring emotion, connection and accessibility to the experience,” said Sebastian Manes, executive director of buying and merchandising at Selfridges.
As part of this initiative, the retailer plans to raise funds to restore works of art at the Fondation Vasarely museum in Aix-en-Provence, France.