Seletti brings a daring Sixties-inspired grocery store enjoy to Selfridges London, mixing artwork, design, and Italian aptitude in a playful retail takeover.
This summer season, one in every of Italy’s maximum unconventional design manufacturers has taken over the basement flooring of Selfridges London—and it’s now not pulling any punches. From thirty first March by way of thirty first August 2025, SELETTI MARKET brings a vibrant, chaotic, and unmistakably playful set up to the enduring division retailer, remodeling it into one thing that appears like a Sixties grocery store—however now not the type somebody recollects from historical past books.
Seletti, identified for breaking the principles of conventional design, has teamed up with Milan-based studio Baschera Brigolin to construct an enjoy that’s section artwork display, section retail, and all perspective. The idea that is rooted in Italy’s first grocery store, which opened in Milan in 1957. However this isn’t a nostalgia travel. It’s a visible and cultural remix the place vintage shopper tradition is driven by way of Seletti’s offbeat filter out.
Instantly from Milan to Oxford Side road
SELETTI MARKET first gave the impression right through Milan Design Week at Rinascente Milan and later in Rome. London is now the following forestall—and it seems like a super have compatibility. The set up has taken over Selfridges’ decrease flooring flooring, filled with vibrant presentations and whimsical product styling. The setup would possibly appear to be a grocery retailer to start with look, however the entirety right here has been designed with goal and a way of humour.
“I’m extremely excited to convey SELETTI MARKET to London,” says Stefano Seletti, Creative Director at Seletti. “This undertaking is rooted in a want to connect to our heritage—in spite of everything, the primary Italian grocery store opened in Milan in 1957, only a few years sooner than Seletti used to be based—but additionally within the concept of playfully and humorously reimagining the vintage components of the shopper society we grew up in.”
Artwork Meets Retail—with a Twist
The aisles are stocked with Seletti’s signature designs, together with its headline-making collaborations with Studio Task, Toiletpaper, Marcantonio, Uto Balmoral, and CTRLZAK. There also are unique merchandise made only for this set up—conceptual takes on acquainted packaging, sudden pieces, and designs that blur the strains between serve as and remark.
Outsized graphics and surreal imagery quilt the distance, and sure—there are exact trolleys and baskets you’ll use to buy. It is a running retailer, in spite of everything, even supposing it appears adore it belongs in a pop artwork exhibition. The goods are genuine, and the checkout tills are energetic.
The idea that doesn’t push an time table, but it surely does invite you to reconsider what buying groceries can appear to be when creativity leads the best way. It’s business design taken to an excessive—with out dropping its sense of amusing.
A Bodily Come across with Virtual Tradition
One of the crucial highlights of the distance is Blue Endure, a sculpture from the InBetweeners NFT undertaking co-created via Justin Bieber and Italian artist Gianpiero d’Alessandro. At the beginning a virtual paintings, the undergo has been introduced into the bodily international as a part of this collaboration. The undertaking has received traction for its message of positivity and inclusion—one thing that matches proper into the tone of SELETTI MARKET.
This crossover between virtual artwork and real-world set up provides any other layer to the enjoy, particularly for the ones tuned into the NFT international or involved in how design is evolving past conventional mediums.
The Seletti Café Brings Italian Flavour
In true Italian taste, there’s a spot to consume and drink whilst you’re right here. The Seletti Café, a short lived addition to the distance, is administered in partnership with 3 main Italian names: Lavazza, Venchi, and Ferrari Trento.
Lavazza brings its wealthy coffee heritage, Venchi gives hand-crafted gelato and chocolate, and Ferrari supplies a spread of glowing wines. The café gives greater than a caffeine hit or a candy deal with—it provides guests a style of Italy in a environment the place not anything is left to likelihood.
This addition helps to keep the enjoy immersive with out being gimmicky. It’s easy, well-executed, and doesn’t compete with the visuals going down round it.
The Everlasting Seletti House at Selfridges
For individuals who need greater than only a pop-up, Seletti’s everlasting concession inside of Selfridges continues to show off the logo’s maximum iconic items. From the Classics on Acid assortment via Diesel Dwelling to the fragmented class of Kintsugi via Marcantonio, and the East-meets-West aesthetic of Hybrid via CTRLZAK, there’s a transparent through-line: daring concepts, unapologetic presentation, and craftsmanship that holds up underneath scrutiny.
Later this season, the distance may even introduce Superfurniture, a brand new undertaking via the nameless design collective Hi Once more. No longer a lot has been published in regards to the assortment, however given the logo’s historical past, it’s more likely to proceed Seletti’s custom of taking design in a fully sudden route.
Why SELETTI MARKET Works So Smartly
What makes SELETTI MARKET stand out isn’t simply the design. It’s the sense of permission it provides guests. You’re allowed to chortle, to appear two times, to wonder if a product is genuine or a shaggy dog story—and possibly to shop for it both manner. There’s no force to grasp the entirety. You simply enjoy it.
For an area like Selfridges—the place luxurious retail frequently follows strict visible codes—this set up gives one thing looser, extra chaotic, however no much less considerate. It demanding situations assumptions about what belongs in a shop and proves that design, at its perfect, is as a lot about provocation as it’s about good looks.
