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⁽⁰¹⁾ Club Culture

(Campaign Design)

Club Culture is a seasonal programme celebrating communities and subcultures through a series of retail activations, social spaces, and cultural events. The identity reimagines the store as a life-sized magazine, treating every touchpoint as an editorial composition rather than a branded asset. Built as a modular system, it enables multiple clubs, voices, and visual languages to exist within a shared framework.

(2026)

⁽⁰²⁾ New Season

(Visual Identity)

New Season introduces a new visual language for Selfridges’ evolving fashion platform, capturing the energy of the season through a celebration of emerging designers, new collections, and creative perspectives.

(2026)

⁽⁰³⁾ Immune System

(Brand Identity)

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.

(2026)

⁽⁰⁴⁾ A Most Magical Christmas

(Campaign)

A Most Magical Christmas was Selfridges' 2025 festive campaign, created in collaboration with Disney to transform the department store into an immersive celebration of wonder, nostalgia and storytelling.

(2025)

⁽⁰⁵⁾ New Age

(Film Identity)

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.

(2025)

⁽⁰⁶⁾ Veenue

(Editorial)

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.

(2025)

⁽⁰⁷⁾ Selfridges Celebrates 2025

(Creative Direction)

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.

(2025)

⁽⁰⁸⁾ Record. Unfold.

(Brand Experience)

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.

(2023-2025)

⁽⁰⁹⁾ Selfridges Obsessions

(Campaign)

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.

(2025)

⁽¹⁰⁾ Continuus Space

(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.

(2023-2024)

⁽¹¹⁾ 11. Selfridges Coffee

(Visual Identity)

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.

(2024)

⁽¹²⁾ More the Merrier!

(Campaign)

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!

(2024)

⁽¹³⁾ Year of the Snake

(Creative Direction)

(2024)

⁽¹⁴⁾ The Proto Papers Vol_8

(Editorial)

A curated guide to what’s shaping London and beyond, spanning art, design, food, film, travel, and cultural experiences. Designed as an A1 folded pocket guide, the publication brings together a selection of places, ideas, and references that inspire throughout the year.

(2024)

London, UK.