Two years after designing and producing the windows for the pop-up space in Selfridges for A$AP Rocky’s brand AWGE, we worked with Rocky and his team again to design and produce their permanent space in Selfridges.
Working closely with Rocky, we drew inspiration from his home of Harlem, New York, exploring his favourite streets, shops, restaurants and existing graffiti of his late friend A$AP Yams. Steering away from a traditional retail space, we decided to bring Harlem to London in the form of a 3D miniature neighbourhood, created from bespoke dioramas using model making and 3D printing to create the scenes.
Continuing from the pop-up windows we designed and produced in 2017, we brought the bodega to life as fitting rooms, complete with bespoke stocked shelves. The entire space had an installation feel very different to your traditional and more practical retail spaces creating photographable and shareable moments.
The launch of the AWGE space in Selfridges coincided with A$AP Rocky’s birthday and he celebrated with a great turnout from dedicated fans and customers who had been on an exclusive waiting list. The shoppable New York City stayed place in Selfridges for two years.
CLIENT: AWGE
WHAT WE DID: RETAIL DESIGN
LOCATION: SELFRIDGES LONDON
COLLABORATORS: A$AP ROCKY
SEEN IN: HYPEBEAST, HIGHSNOBIETY, VOGUE
PROCESS: DESIGN, PRODUCTION, INSTALLATION