The retail campaign consistent of hand-crafted bauble trees, mixed material stocker units and LED tiled screens, which were installed in various retail locations around the country. 

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At the core of the site stands a colossal chrome UFO, casting a metallic canopy that beams rings of light onto the polished stainless steel counters below. These custom-built counters proudly showcase the full Paco Rabanne fragrance range in glorified bottles. Offering a safe and engaging experience for customers, touchless testing was implemented through ‘pull and test’ sampling, complemented by scenting cones. Various interactive features were incorporated to entertain customers during their fragrance exploration.

Adding to the immersive ambiance, chrome robots in various sizes adorn the site. From a wall of Phantom bottles at the heart of the site to oversized robots on the counters and walkway, the dynamic display captures attention. Notably, a towering 3-meter robot spins atop the UFO, ensuring an unmissable and entertaining element in the Paco Rabanne Megasite.

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With previous experience in extra-large sites like this, the Valentino team asked us here at Edge to help develop, build and install the site over 2 nights.

Based on huge replicas of the Valentino cosmetic products, the 200 sq meter site in Selfridges flagship store has a massive standout to the passing public.

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This project was to coincide with their annual collaboration with the prestigious Royal Ascot week of horse racing.  The eye-catching windows reflected the grandeur of Royal Ascot, with sophisticated orange and green geometric silk panels hand-made and beautifully covered. The panels sit alongside high quality digitally printed images of horses upon silk panels.  All were suspended with an invisible cord and handcrafted bridle leather beautifully hand-made at Edge Retail.

Floating Panels

The vibrant pure silk panels were designed to seamlessly float in mid-air. The panels were built to the highest of standards reflecting the brand quality.

The only visible fixtures are on the printed graphic panel which are made from bespoke leather straps, reminiscent of the bridles used in saddle seats.

What the client thought

‘’We are really happy, panels look exquisite ‘’

‘’Campaign ends soon; we visited the store this morning, it all still looks fabulous’’

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To create an immersive, authentic Italian-themed barbershop (“Barbiere”) experience for Acqua Di Parma within the high-end retail context of Selfridges. This required a premium, permanent retail fit-out using luxury materials and highly detailed bespoke joinery to create a convincing, functional space.

Edge Retail’s Integrated Solution

Our team delivered the full luxury retail fit-out. The design phase focused on material authenticity and layout functionality. Our in-house manufacturing team crafted custom cabinetry, seating, and decorative elements with bespoke joinery. Project managers orchestrated the installation to minimise disruption within the busy department store, ensuring a white-glove finish.

Impact and Results

The Barbiere stands as a unique and high-impact retail concept within Selfridges, drawing visitors with its authentic, immersive design. It showcases our expertise in delivering sophisticated, themed permanent retail environments where quality and atmosphere are paramount.

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