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Le Bleu Jacquemus Selfridges London

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Random Studio x Jacquemus Le Blue - Jasper Fry
Random Studio x Jacquemus Le Blue - Jasper Fry
Random Studio x Jacquemus Le Blue - Jasper Fry
Random Studio x Jacquemus Le Blue - Jasper Fry

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Comments
Innovation
Functionality
Creativity
Eco-Social Impact
Total
JURY VOTES
Pop-Up Store
7.35
6.43
7.54
4.94
6.57
Haijie Hu
Haijie Hu Cofounder and Creative Director at VAVE Studio
7.73
5.46
7.74
5
6.48
Kim Tchai
Kim Tchai Founder and CEO at Tchai International
Outstanding design! Makes the world...
8.9
6.79
9.12
5
7.45
Güray Oskay
Güray Oskay Director of Architectural Design at ATÖLYE
8
6.5
7.5
5
6.75
Geoffrey Timmer
Geoffrey Timmer Creative director at Colliers
7.2
7.1
7.4
6
6.93
Mijail Gutierrez
Mijail Gutierrez Principal and Design Director at Perkins and Will
This project is evocative, immersiv...
7
5
8
4
6
Raquel Machado
Raquel Machado Senior Design Associate at M Moser Associates
The use of soundscapes and smell gi...
7
6
8
4
6.25
Christophe Penasse
Christophe Penasse Cofounder at Masquespacio
7.44
6.35
6.35
5
6.29
Hongchao Wang
Hongchao Wang Creative Director and Cofounder at Benwu Studio
7.01
6.72
7.41
5
6.54
Miriam Zuurbier
Miriam Zuurbier Associate Partner and Creative Director at TANK
True experience. Interesting how su...
7
7
8
4
6.5
Elliot March
Elliot March Cofounder at MAWD
6.26
6.7
6.18
6.48
6.41
Rosha Ehsan
Rosha Ehsan Head of Design at Gastronomica Middle East
This project has a really strong st...
8.33
7.8
8.33
5
7.37
Madhubala Ayyamperumal
Madhubala Ayyamperumal Design Experience Leader at Gensler
7.59
5.83
6.87
4.63
6.23
Jio Li
Jio Li Founder and Design Director at a9 architects
6.85
6.08
7.02
5
6.24
Kamna Malik
Kamna Malik Design Curator & Content Strategist at Kamna Malik
7
6
7
5
6.25
Dan Wang
Dan Wang Cofounder and CEO at Prominence Consulting Group and PLUTO
6.89
7.19
8.19
5
6.82
Comments
Innovation
Functionality
Creativity
Eco-Social Impact
Total
JURY VOTES
Colour
7.57
7.22
7.56
5.28
6.91
Comments
Innovation
Functionality
Creativity
Eco-Social Impact
Total
GRAND JURY VOTES
Shortlisted - Pop-Up Store of the Year
8.48
8.27
8.47
6.49
7.93
Comments
Innovation
Functionality
Creativity
Eco-Social Impact
Total
GRAND JURY VOTES
Shortlisted - Best Use of Colour
8.07
8.53
8.74
5.28
7.66
Justine Fox
Justine Fox Founder and Colour Specialist at Studio Justine Fox
This is a strong use of a nuanced p...
7.57
7.22
7.56
5.28
6.91
Anthony Monica
Anthony Monica Architect and Asst. Professor of Architecture at Belmont University
8.65
8.65
8.65
5.28
7.81
Chantal Vos
Chantal Vos Associate Partner at Kraaijvanger Architects
The colour attracts attention, whic...
7.57
9.77
9.45
5.28
8.02
Rosha Ehsan
Rosha Ehsan Head of Design at Gastronomica Middle East
Captivating space! A truly memorabl...
8.07
8.53
9.02
5.28
7.73
Agata Kurzela
Agata Kurzela Founder and Design Director at Agata Kurzela Studio
The project is intense and fun, mos...
8.5
8.5
9
5.28
7.82
Client
Jacquemus
Floor area
520 ㎡
Completion
2022
Budget
EUR 1,000,000
Social Media
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On the occasion of its new collection Le Bleu, we made a multi-sensory experience for Jacquemus that unfolded in and around London’s Selfridges. 5 Intermingling spatial design and interactive scenography with smell, we offered visitors a memorable holiday away from the everyday. The three different locations we created each riff on the central theme of water. Partly inspired by founder Simon Porte Jacquemus' passion for collecting soap, the Corner Shop reimagines the bathroom through a surreal lens where daily objects grow larger than life. Viewable from the street, the window display features a toothpaste tube mid-squirt while a gigantic Jacquemus branded paracetamol-pill fizzes in a glass in the entrance. Against the backdrop of fresh blue tiles, products are displayed in the bathtub, the shower, the sinks and a towering wall made of soap. 

Visitors can take a seat on a huge sponge to watch digital droplets splash onto the floor of the shower, activated by their presence. The experience is not only visual: tapping into the universal aromas of these objects, we collaborated with in'n'out fragrances to make three 'trompe-nez' that interact with the different spaces. Soap, which takes the herbal blend of the iconic Savon de Marseille as its base, Paracetamol, which plays on citrus, medicinal notes and Toothpaste, a familiar fresh and minty scent. Le Vestiaire transports visitors away from London's grey skies and into a bustling swimming pool changing room in the South of France. 

This immersive experience is inspired by Jacques Tati, whose films transformed the banality of modern life into snippets of absurd humour. After being greeted by a nonchalant pool attendant decked out in Jacquemus, visitors enter a modernist, seemingly-infinite monochrome space partitioned by cabins. The changing room is animated by a soundscape and lighting gestures that bring life to each cabin, from pacing and humming to light play that suggests a human presence behind the door. Like a joke unfolding around them, visitors become part of the choreography of the space. 

They can enter several of the cabins where several mini-scenes play out, from a Russian doll-like cabin with multiple versions of itself inside to a cabin rattled by an unexpected gust of wind. Other cabins only open half-way as if visitors have walked in on someone changing, before a towel appears over the edge accompanied by a voice announcing 'occupé.' The space is filled with the commissioned scent Public Pool which uses the nostalgic smell of chlorine as a base, accented by cassis. Nearer the exit, a frosted glass entry to the 'pool' where life-size projections of people can be seen, the smell transforms into Sunscreen – a trace of creamy, coconut aroma bound to resurface childhood memories before visitors take the door back to the streets of London. 

Finally, for the outdoor Terrace, we designed a space to host the Jacquemus pop-up Vending Machines that were previously shown in Milan and Paris.