Maison Margiela – Selfridges London

A Chelsea Flower Show-timed pop-up for Maison Margiela’s Replica fragrance line at Selfridges London, built around real preserved flowers and a hands-on personalisation counter.

The Client Challenge

Maison Margiela wanted its Replica counter at Selfridges to feel personal rather than transactional — a moment shoppers would stop for, not just another fragrance shelf — timed to coincide with the Chelsea Flower Show taking place across the city that week.

Edge Retail’s Integrated Solution

We designed and installed a counter built around stacked whitewashed wooden crates and buckets filled with real, bio-preserved flowers — roses, tulips, hydrangeas and hyacinths — chosen to echo the Chelsea Flower Show. Alongside the Replica fragrance and candle display, we built in a “Personalise Your Memory” wall panel, giving customers a way to engage with the scent story rather than just browse it. Because the flowers are preserved rather than fresh-cut, they’ve stayed usable for up to a year and have since been redeployed across other Maison Margiela displays nationwide — sustainability built into the brief, not added afterwards. The counter also had to hold its own visually inside Selfridges’ beauty hall, sitting between the Kiehl’s and Le Labo counters.

Impact and Results

The result reads as a considered, floristry-led moment inside one of the country’s busiest beauty halls rather than a standard fragrance fixture, and its material choices meant it outlived its original campaign window by months.