CHAOS, Selfridges London

This story began when fashion brand CHAOS approached us to help them create an arresting physical identity in the form of a Pop-up Shop in the heart of Selfridges Accessories Hall.  This led to a further 2 pop-up shops in Selfridges and another ‘statement’ pop-up in Dover Street Market. Chaos invents a new breed of super glossy pop-luxe products, where technology meets Fashion - and practicality meets punk… with a dose of quintessentially London individuality. 

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Selfridges

Our design narrative not only brings this unique DNA alive, but also gives order to CHAOS – by incorporating clever multifunctional design elements to the bespoke hand-crafted display units and custom-designed fixtures. Hidden doors and panels in the main display unit allow for a striking display of product and packaging to the exterior with easily accessible bulk stock storage behind - whilst essential equipment such as the cash till is housed secretly inside an upside down CHAOS ‘A’ which also doubles as a display unit for smaller pieces.

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Dover Street Market

This installation was ‘staged’ to tell the story of the more disruptive / punk side to the brand, raw – industrial – darker but equally luxurious.  Here we used the giant black and red CHAOS bean bears in the context of a police line-up (‘the morning after’) providing the additional attraction of social media photo op. for visiting customers.  An old style TV played out the latest CHAOS club short movie, whilst product was displayed in simple glass and metal units, dotted around the installation.