Club Culture

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Club Culture is a seasonal cultural programme that reimagines Selfridges as a cultural platform, bringing together communities, subcultures, and creative voices through a series of retail activations, social spaces, and cultural events.

The identity transforms the department store into a life-sized magazine, where every touchpoint becomes part of an evolving editorial narrative rather than a standalone brand asset. Developed as a modular system, it allows different collaborations and creative expressions to exist within a shared visual language.

Drawing from the typographic character of fashion-house invitations, the visual language combines an editorial serif typeface with wide sans-serif typography, balancing refinement with contemporary expression.

Layered imagery and index-inspired framing devices create a flexible graphic system, allowing different clubs and creative voices to develop their own identities within the wider framework. An architectural outline frames the campaign lock-up, symbolising Selfridges as a cultural house where different communities and perspectives coexist.

The magCulture pop-up became a key manifestation of the framework, extending the editorial system into a physical environment. By integrating elements of magCulture’s existing visual language, the space developed its own distinct character while remaining connected to the wider Club Culture framework.

Developed in collaboration with Buffalo Zine, with campaign imagery created in response to the visual direction. The identity created a foundation for diverse cultural expressions, positioning Club Culture as a platform that does not simply communicate a message, but creates space for different voices, experiences, and communities to connect.

Visual Direction & Design System:
Reuxn Yao

Art Direction:
David Uzquiza @Buffalo

Graphic Design:
Eilish Briscoe
Phoebe Man

Digital Design:
Thomas Ordway

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Axel Arigato