LONDON – Selfridges is kicking off its peak in 2022 with a project that looks to the future, bringing fashion, art, retail, theater and NFTs under one roof.
The British retailer is teaming up with Paco Rabanne and Fondation Vasarely – representing the works of French-Hungarian artist Victor Vasarely – to create one-of-a-kind boutiques, pop-ups, art exhibitions in-store and NFT.
Building on the spring 2022 range of Paco Rabanne creative director Julien Dossena, where Vasarely’s abstract art features prominently in his collection, Selfridges decided to take things to the next level and bring Vasarely’s entire universe to life.
Artist – a pioneer in the Op Art movement who worked with David Bowie and counts Yoko Ono and Andy Warhol as fans – known for his use of color, geometric design, and flair for virtual optical image.
The idea is to translate the “Universe” through every possible touchpoint – “from archives to super-islands” – so that Paco Rabanne’s archival works are launching tomorrow at Selfridges, alongside 12 NFTs “unusable” by Paco Rabanne.
Vasarely artwork will also be displayed throughout the store: windows will be wrapped in the artist’s geometric designs, while both original artwork and NFT art are on display.
This marks Selfridges’ first foray into the metaverse, and it also plans to simplify access for its customers, by making it possible to buy NFTs with a regular bank card over the counter – no Cryptocurrencies here.
Prices for NFTs will range from £2,000 to £100,000.
The department store’s ever-changing Corner Shop is also getting a Vasarely and Paco Rabanne treatment. As part of the “Universe” project, the space will be enclosed in aluminum scaffolding and house a range of products, including hand-painted Bamford watches, skateboards, Globe Trotter luggage and “gift shop” items gifts” such as candles and cushions – all featuring Graphic Artwork by Vasarely.
There are many incentives in the field of fashion. Paco Rabanne’s spring 2022 line-up will be sold in-store throughout the season and available for both rental and purchase – in line with the retailer’s unwavering commitment to embrace more circular models. The purchasing team also curated a range of other fashion pieces, both previous and new favorites, featuring the hexagonal Op Art models Vasarely is famous for.
“As Selfridges looks to the future, we continue to find inspiration in the past. In the case of Victor Vasarely and Paco Rabanne, we have more than 50 years of future proposals to explore. I love the idea of bringing Vasarely’s passion for the social arts to a social space like Selfridges and using their universe as a way to bring emotion, connection, and accessibility to the experience.” Sebastian Manes, Managing Director of Sales and Sales, Selfridges, said.
As part of the initiative, the retailer plans to raise funds to restore works of art at the Vasarely Foundation museum in Aix-en-Provence, France.
https://wwd.com/fashion-news/fashion-features/selfridges-metaverse-paco-rabanne-fondation-vasarely-1235030975/ Selfridges Steps Into Metaverse With Paco Rabanne – WWD