Selfridges welcomes London’s MACHINE-A and Brussels-based SMETS to the Corner Shop this September

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&Good Company is a celebration of the creativity and innovation to be discovered in the world’s best local, independent, multi-brand stores. Every year, Selfridges delivers hundreds of brand collaborations and special projects but is yet to partner with another multi-brand retailer. This September, The Corner Shop will welcome London’s Machine-A and Brussels-based Smets to keep Selfridges in good company for 4 weeks.

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08/09/2022 |
  • Selfridges  Good Company Corner Shop Tim Charles 022

The power of physical retail, customer experience and expert curation will be explored with these independent trailblazers and via a global edit of emerging brands, exclusive merch and a focus on Project Earth and Reselfridges selections. For this first-of-its-kind experiment, The Selfridges team will work closely alongside friends, founders, and champions of new talent, Stavros Karelis and Pascaline Smets.

“We never stop feeling excited about the future of retail, &Good Company is all about sharing inspiration and creativity from some of the best independent multi-brand stores globally. We are fascinated by curation and the way these founders have approached fashion; they both have such unique ways that we wanted to give them a platform to express this even further. We are delighted to support their businesses by offering them our best collaborative retail platform, The Corner Shop”. Sebastian Manes, Buying and Merchandising Director, Selfridges

Over 4 weeks, customers can discover curated collections from the two stores. Machine-A, founded by Stavros Karelis, is the multi-brand luxury concept store in Soho, London, focusing on continuously highlighting an eclectic mix of emerging and established brands. Machine A brings to &Good Company 22 global brands, including 16 that are new to Selfridges. Stavros Karelis and the Selfridges buying team have worked closely with the designers to offer an array of exclusive-to-Selfridges items. Machine-A has created its first merchandise collection, an exclusive run of t-shirts in four individual designs. Graphic designer Paul Hetherington re-adapts the Machine-A logo into x4 different band-esc styles emblazoned across the front. The t-shirts will pay tribute to the launch of Machine-A Shanghai, as part of the international opening, longterm friends of the brand have shared the reason they love Machine-A, these quotes and designer names; Raf Simons, Matthew Williams, Martine Rose and Coperni will be included above the logo. The t-shirt will also include a QR code on the back allowing the full audio from each designer to be explored. Also available, is a curated vintage edit under Machine-B: the collaboration with cult vintage brand Byronesque.

“Selfridges has always been the landmark of the London retail and fashion world, with an indisputable reputation on a global level as the best department store. Its curation, creative direction & offer is such that it is absolutely one of the most exciting projects we have done to date. I am thrilled & honoured to collaborate in such an iconic location, with the main aim for both retailers to promote the notion of the London community and showcase MACHINE-A’s unique selection of designers and brands!

“It is the first-time retailers in London have decided to unite forces and their communities in such a dynamic way, during a month when London celebrates the best of design talent. I am so excited to show to our audiences what we have been working on, including a special limited-edition launch of MACHINE-A’s first-ever branded experience.” Stavros Karelis, Founder – Machine-A

SMETS, founded by Pascaline Smets, the high-end luxury store, has exuded a powerful sense of personality and uniqueness since the 1980s. Their avant-garde vision has changed the way shoppers see and purchase fashion in Brussels and Luxembourg. Smets will bring three emerging Belgian designers to Selfridges – all Exclusive to &Good Company at The Selfridges Corner Shop. A selection of design pieces, including sculptures, candles, and specialist books have been personally chosen by Pascaline. Smets will also debut its first-ever vintage offering, a 27-piece archive edit of Alaïa RTW from SS17 and FW17.

“Selfridges has always been a place to discover new talents and has a global presence. We feel very lucky and honoured to present our brand within The Corner Shop alongside the incredible store Machine-A. For the occasion, we decided to focus on Belgium talents with three emerging designers, Valentine Witmeur Lab, Leo and Arte Antwerp. As Smets is not only about fashion, we have also curated an offering of artwork from photographer Julien Boudet and design pieces like Le Cactus Bleu from Gufram. We hope the Selfridges Customer will get a glimpse of our spirit, Passion, engagement, vision, curiosity, freedom and respect.” Pascaline Smets, Founder – Smets

The &Good Company Corner shop will be open from 5 th September for 4 weeks

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