Selfridges joins forces with Dazed to develop the 'beauty counter of the future'

By Sarah Parsons 11-Mar-2020

The central London pop-up was created by fashion set designer Thomas Petherwick

Selfridges joins forces with Dazed to develop the 'beauty counter of the future'

Selfridges has teamed up with the beauty platform of British style publisher Dazed to develop a futuristic central London pop-up.

Described as a 'refuge against blandess and conformity', the 150sqm space in the retailer's flagship location will feature AR and AI filters, make-up tutorials and trend prediction workshops.

Shoppers will also be able to purchase a Dazed Beauty Edit that includes Tom Ford, Morphe, Pat McGrath Labs, Uoma, MAC Cosmetics and NARS.

“To experience beauty through the eyes and minds of the Dazed Beauty community is to experiment with the category’s vibrant and unstoppable potential," said Sebastian Manes, Buying and Merchandising Director of Selfridges.

The space, open until 19 April, was developed by set designer Thomas Petherwick whose previous clients include Nike, House of Holland and Mackintosh.

Selfridges joins forces with Dazed to develop the 'beauty counter of the future'

"My aim with this project was to translate the world of Dazed Beauty into a physical space that reimagines what beauty retail could be," explains Petherwick.

"I did this by merging classical structures with hyper futurism to create a unique language through shape and texture which feels distinctly Dazed Beauty."

Bunny Kinney, Editor-in-Chief of Dazed Beauty, described the pop-up as "the beauty counter of the future".

"Where the digital and physical collide, and beauty is not simply what we wear on our faces, but what we project on our screens," he continued.

"Selfridges is the perfect partner to help us manifest this retail concept and event space, sprung from our wildest fantasies about what the future of the in-store beauty experience might look like, and brought to life by the Dazed Beauty community of creatives whose incredible and visionary work imagines what the future of beauty itself might hold”.

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