03.26

Club Culture

(Visual Direction) (Identity System) (Campaign)
Club Culture reimagines Selfridges as a House of Clubs, bringing together communities, subcultures, and creative voices through a seasonal cultural programme. The project developed a flexible identity system that creates a shared visual language for diverse collaborations and experiences.

A new visual identity built for Selfridges evolving fashion communications, translating seasonal narratives into a cohesive visual language that curates fashion stories, new collections, and Selfridges distinctive fashion voice.

Immune System is a womenswear brand identity built around the idea that beauty is expressed from within. The logo explores the balance between fluidity, strength, and individuality through a refined visual language.

A festive collaboration between Selfridges and Disney, translating two iconic identities into a shared festive experience through magic, storytelling, and wonder.

New Age is a cinematic exploration of what it truly means to live for 100 years, celebrating the beauty of life through moments of growth, transformation, and enduring connection.

Record. Unfold. is a visual identity for the emerging womenswear label Sieriz. Inspired by the relationship between the body, material, and movement, the identity explores how garments reveal, conceal, and transform through wear.

Selfridges Celebrates is an annual creative programme celebrating moments of connection across Lovers, Mothers, Fathers, Family, and Friends. The 2025 campaign translates Fromm Studio’s artistic expression into a cohesive visual experience across print, digital, and retail environments.

Brandbook design for a Shanghai-based lifestyle space, translating its existing identity and curatorial philosophy into a refined visual guideline system. Through typography, layout, imagery, and application principles, the document creates a framework that preserves the brand’s sense of timelessness, craftsmanship, and aesthetic sensitivity.

Selfridges Obsessions is a campaign identity exploring the culture of collecting, curating, and celebrating personal fascinations. Built around the idea of being “certified obsessed,” the system transforms each obsession into a visual mark of discovery and belonging.

(Art Direction) (Visual Identity)

Continuus Space is an interconnection of concepts, existing between one work and another. It acts as the fil rouge, the common thread, that enables and ties ideas, narratives and ways of thinking. Continuus Space is the celebration of a forever mutable web of relations. Every point is described by the intersection of a number of lines, forming connections amongst diverse practices.

Selfridges Coffee explores the creation of a new brand touchpoint within the Selfridges ecosystem, extending the iconic yellow identity into the Foodhall through a distinctive coffee experience. 

All the fun. All at once. All together. Can’t overdo the decorations. Gifts of all shapes and sizes. Go on: pull up an extra chair, pull the crackers. Christmas pudding, panforte, pot lucks and borrowed traditions. Party tops and tracksuit bottoms. Prized leftovers. Anything goes. Ready for the countdown? Everyone’s made up and all the way dressed up. Brighter. Bolder. Glitter. It’s Christmas at Selfridges: More the Merrier!