Launching Sept. 11, the installation will take its cues from Hindmarch’s fall collection, which played with the graphic signage and reflective surfaces of British motorways. For the Selfridges project, Hindmarch has specifically taken the M25 — the motorway that encircles London — as her inspiration. But the designer will offer a luxe take on the workaday highway. She’ll kit out the car park with black carpet printed with chevron stripes, install a car wash-themed photo booth and a kiosk selling air fresheners and bumper stickers, as well as a snack bar serving up British candy bars, among them KitKats and Yorkies.
The space will carry Hindmarch’s fall collection featuring the motorway motifs, along with her classic pieces, with styles such as the Ephson, Ebury and Bathurst handbags, along with the Imperial clutch. Prices in the Selfridges space will run from 40 pounds, or $62 at current exchange, for a bumper sticker through to 2,750 pounds, or $4,322, for an Ebury handbag in python. Of her starting point for the installation, Hindmarch mused that “there is something about being on the M25, with a clear road and the combination of lights, reflective surfaces and your favorite piece of music that can put you into a wonderful — safe! — driving trance,” said the designer. “I also love the…graphic signage, with its purity and efficiency of message and the subtle humor that’s created when it’s used in an unexpected way.”
While the Hindmarch space marks the first time the Selfridges car park has sold the store’s wares, in the past it has played host to store events, such as a House of Holland presentation, a Rick Owens London Fashion Week party and a Hood by Air skate presentation.