StudioXAG were recently commissioned to design and produce a concept space inside Selfridges’ London store for the 20th anniversary of Christian Louboutin. They also worked with the designer to create five celebratory window displays for the store’s Oxford Street and Orchard Street facades. Comprised of a series of 2D graphics, the windows explore different forms of movement, with symmetry, repetition and kaleidoscopic motion. Mechanical elements power the moving images and showcase key product detailing.
The large corner window on Oxford Street showcases the ‘World of Louboutin’ with a series of concentric rings, each devoted to a specific product. These rotate at different speeds and in different directions, while Louboutin clad legs march around oversized images of the designer’s head. The Orchard Street windows highlight key styles from the concept store including the 20th anniversary capsule collection for women, re-issued iconic styles from the archive, and a selection of men’s new season style.
The concept store’s interior features solid gold plinths for footwear and bags, “wonder cabinets,” a black & white photo montage of Louboutin’s life, and a celebratory “20Ans” tower as the centerpiece. Click through to see pictures of the concept space and windows, and watch the video below to see the moving displays: