LONDON — The smell of fashion.
French luxury brand Mugler will take over Selfridge’s Corner Shop with “Body Spaces” through December 3, dedicating the space to the brand’s signature scents Angel, Alien and Alien Goddess along with select pieces from its Fall 2022 Mugler collections. and spring 2023, as well as holiday gifts.
The Corner Shop presents a series of reflective silver surface sculptures created in collaboration with Random Studios to showcase the human body and its natural contours.
“Our Mugler installation at Selfridges was born out of my love of curves. Pop-up is a series of large-scale sculptures inspired by the human form and constructed of Mugler’s signature chrome. I loved the idea of a bold view from the street and a much more intimate experience inside the sculptures,” said American designer Casey Cadwallader, Mugler’s creative director, who joined the house in 2017.
This is the first time the brand has set up an immersive popup. “[It’s] a unique approach that is accompanied by a strong architectural gesture. It is all the boldness and creativity of our house brought together in one place,” said Danièle Lahana-Aidenbaum, Global President of Fashion and Fragrance at Mugler.
Courtesy of Selfridges
A limited number of fragrances in chrome tones will be sold. Angel, one of Mugler’s best-selling scents, is getting a special deal with the brand producing 30 unique bottles that are hand-blown and sculpted and available in a pop-up window.
Existing and new customers of Mugler perfumes will be able to refill their bottles at the fragrance fountain in the Corner Shop. Ángel has been rechargeable since 1992 and the brand is committed to disposing of the installation in a sustainable and ethical way.
From £25, Mugler stationery and playing cards will be available as a nod to the festive period ahead.