Jacquemus in London: into the blue

French fashion designer Simon Jacquemus has peacefully, playfully invaded three spaces in the Selfridges department store in London, with Le Bleu, a trio of installations sharing a single color: blue. A hue that naturally suggests water, a factor that has always been important in the life of the designer (born in Salon-de-Provence, in southern France).

The first is a space inside The Corner Shop, a trendy setting with oversized objects (a toothpaste tube, a bathtub) and walls covered with blue tiles, as if the visitor were standing in the showers of a swimming pool, complete with real shower heads.

The same atmosphere continues in the space of the adjacent Old Selfridges Hotel, titled Le Vestiaire: the floor and furnishings are clad in the same blue tiles, while the reception counter features an orderly display of rolled up towels. Like the entrance to a spa.

In the background, large monitors disguised by wings of glass blocks fill the space with human presences, silhouettes in motion glimpsed through the transparent surface.

The third space is also all blue, right behind the Selfridges building, where an automatic pop-up store has been created for the two bags, Chiquito and Bambino, functioning 24 hours a day.

Selfridges
400 Oxford Street
Jacquemus 24/24
Edwards Mews (Mayfair)
London