LONDON — Dazed Beauty is heading to Selfridges with an experiential pop-up that aims to fuse the digital with the physical. The magazine’s space will host make-up tutorials, workshops and treatments from March 9 to April 19 on the ground floor of the store.
“This is the beauty counter of the future, where digital and physical collide,” said Bunny Kinney, editor in chief of Dazed Beauty. “Beauty is not simply what we wear on our faces, but what we project on our screens. Selfridges is the perfect partner to help us manifest this retail concept and event space, sprung from our wildest fantasies about what the future of the in-store beauty experience might look like.”
Dazed Beauty will have AI and AR Instagram filters for customers to try on virtually. They have been designed by trend forecaster Geraldine Wharry. There will be six filters with one dropping every week and each filter will represent Wharry’s prediction of six beauty subcultures of the future, ranging from make-up to surgery to self-expression.
The pop-up space has been created by set designer Thomas Petherick, and includes silver and black abstract columns that sit on top of a rainbow-patterned floor.
“My aim with this project was to translate the world of Dazed Beauty into a physical space that reimagines what beauty retail could be. I did this by merging classical structures with hyper-futurism to create a unique language through shape and texture,” Petherick said.
Alongside talks and workshops from make-up artists including Charles Jeffrey, Lucy Bridge and drag queen, The Vivienne, who won the first RuPaul’s Drag Race U.K. series, the pop-up will also offer specially selected products from the Dazed Beauty Edit.
These include products ranging from hair to color cosmetics and skin care such as Pat McGrath’s Bronze Seduction eye palette, Ouai hair oil and Oskia’s Super 16 pro-collagen serum.