SELETTI REINVENTS SELFRIDGES WITH A 1960S-STYLE SUPERMARKET INSTALLATION
Italian design brand Seletti has taken over the lower ground floor of Selfridges with a striking, retro-futurist installation that reimagines the spirit of the 1960s supermarket through a maximalist, contemporary lens.
Dubbed SELETTI MARKET, the immersive concept is part functional retail space, part surreal art installation. Created in collaboration with Milan-based studio Baschera Brigolin, the project builds on similar pop-up markets previously unveiled at Rinascente Milan during Milan Design Week 2024 and in Rome. This is its debut UK outing.
Channelling the eclectic optimism of postwar consumer culture, Seletti draws direct inspiration from Italy’s first supermarket, which opened in Milan in 1957 – the same city that shaped the brand’s irreverent design DNA. The result is a hyper-stylised environment filled with vibrant displays, distorted retro graphics and playful product interventions that blur the lines between commerce and theatre.
“This project is a tribute to the cultural imagination of our youth,” says Stefano Seletti, Artistic Director of Seletti. “It’s about nostalgia, irony, and turning the everyday into something extraordinary.”
Visitors can navigate colourful aisles stocked with the brand’s best-known collections – including pieces developed with collaborators Studio Job, Toiletpaper, Marcantonio, Uto Balmoral, and CTRLZAK – alongside spoof goods made exclusively for the installation and a selection of new spring/summer launches. Each shelf is a curated collage of absurdity and allure, with customers invited to shop the experience as they would a real store, complete with trolleys, baskets and checkout.
A standout feature is Blue Bear, a towering sculpture conceived by InBetweeners – the NFT project founded by pop star Justin Bieber and Italian artist Gianpiero d’Alessandro. The piece underlines Seletti’s ongoing interest in digital crossover culture and emotional storytelling.
Adding another layer of immersion, Seletti Café brings a taste of Italy to the heart of London retail, in partnership with three celebrated Italian brands: Lavazza, Venchi, and Ferrari Trento. Espresso, gelato and sparkling wine are served in a stylised environment that mirrors the visual excess of the market itself.
Alongside the installation, Seletti’s permanent Selfridges concession continues to showcase key design-led tableware and accessories, including the Diesel Living collaboration Classics on Acid, the poetic broken porcelain of Kintsugi, and CTRLZAK’s Hybrid series. A forthcoming addition to the space is Superfurniture, a new collection by the anonymous design collective Hello Again.
31 March – 31 August 2025
Selfridges London | 400 Oxford Street, W1C 1JS
About Seletti
Founded in 1964, Seletti is known for fusing art and design with humour, irreverence, and a disruptive edge. The brand’s motto, “(R)EVOLUTION IS THE ONLY SOLUTION,” reflects its commitment to originality, cultural commentary, and the continual redefinition of lifestyle design. From avant-garde lighting to tongue-in-cheek tableware, Seletti’s global collaborations push boundaries while bringing delight to everyday objects.
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