Selfridges links with Rolling Stones for music themed pop-up

By

Sandra Halliday

Published
May 9, 2018

Selfridges is continuing its celebration of the music world and is opening a Rolling Stones memorabilia pop-up that will also exhibit stage outfits worn by the band’s frontman Mick Jagger.

The temporary store opens next week and runs until June. It’s part of the giant marketing program for the Rolling Stones’ No Filter tour and will see the revolving product assortment available at the department store’s Corner Shop in Oxford Street being given over to the venerable rock group.

The installation will be seen in the store’s four front windows and will be running video of the famous Havana Moon concert in Cuba. As well as being seen on screens, visitors will be able to hear the concert via in-store headphones.

The initiative is being driven by merchandise company Bravado. That's the company that last year was also responsible for the Beatles pop-up store marking the 50th anniversary of influencer album Sgt. Pepper’s Lonely Hearts Club Band. Selfridges hosted the launch of a merchandise collection featuring Beatles/Sgt. Pepper imagery.

The collection was available exclusively at Selfridges and was part of the store’s Music Matters campaign, the latest in a long series its themed merchandise stories.

But the opening of the Corner Shop since the Beatles’ pop-up debuted, has given the retailer and the companies with which it partners a much higher-profile stage from which to promote such product link-ups.

Fronting Oxford Street itself at ground level and featuring a continuously changing and quirky product mix, it has become an important marketing channel both for Selfridges and for the variety of brands that have featured in it.

Bravado chief Mat Vlasic said that both the Stones and Selfridges “are synonymous with shaping British culture”.

While much of the product on show – such as T-shirts, hoodies, Jackets and even kidswear – will be for sale, there also be a number of items for display purposes only. They will include a Versace leopard print coat worn by Mick Jagger on stage in 1995, a red sequin Dior coat worn during the Bigger Bang Tour, and a red ostrich feather jacket designed by L’Wren Scott.