Music and musicians are increasingly important for premium and high-end fashion these days — just think of Oasis, Beyoncé, Taylor Swift and more — so it’s perhaps no surprise that Selfridges’ latest big activation is its Summer of Sound.
It’s a “season of unmissable merch, unexpected experiences and moments made for fans,” we’re told. “A blockbuster summer of major comebacks, favourite throwbacks and diverse music events acts as the creative catalyst for a season of experience and community”.
Essentially, this month and next, the retailer becomes “a venue for fans, enthusiasts and music lovers”.
That means a record shop, live performances, “engaging conversation, listening parties and karaoke bring sonic energy to Selfridges London, Manchester and Birmingham”.
It has signed up a “zeitgeisty line-up of partners”, including artists, brands and music experts to help shape programming, destinations and exclusive access to talent and products.
Collaborators include Bravado, Young Space, Manchester International Festival, Are We On Air?, Elevator Music, Pirate Studio, Not/Applicable, Josh Baker and Nadine Noor.
The windows of the Oxford Street, London, flagship have become a “deconstructed gig” capturing the “vibe and emotion of live music in its many forms – a tour bus, stage set and lights, a dance floor”.
Judd Crane, the retailer’s executive director, Buying & Brand, hailed the event as “a celebration of the culture of music fandom, the influence of music merch and the unmistakeable sound of our cities. Building on a legacy of music-led collaboration, Selfridges will share its point of view at the intersection of fashion, retail and pop culture.”
So let’s look at the details of what can be found. The retailer said that the record shop “is the heart and soul of any music community and for Summer of Sound, Selfridges has enlisted Rough Trade, independent record label and retailer, founded in London in 1976, as an anchor partner to the project”.
In the London Wonder Room, Rough Trade “selects vinyl favourites, old and new” at The Record Store, opening on 14 July. The adjacent window situated on the corner of Oxford Street and Orchard Street will host weekly live performances, programmed by Studio Inside Out.
Comeback tours
In the home of Heavy Metal, Birmingham, and reflecting Black Sabbath’s return to stage, “a unique experience has been created for fans of the legendary band. An exclusive Back To The Beginning fan experience and windows by local artist, Mr Murals, act as an immersive extension of the Black Sabbath world, drawing inspiration from the band’s legacy and visual identity”.
Back in London, celebrating the Oasis comeback tour, a fan destination is home to a 16-piece collection with three exclusive styles, including two black T-shirts with the Oasis logo. An exclusive hoodie celebrates key dates in the band’s history. The exclusive tour merchandise is also available in the Manchester Exchange store.
There’s more music-linked merch in “a unique partnership with Bravado” as tour merch for some of the biggest live music moments of the summer are available exclusively in Selfridges London Designer Street Room on 1, at The Merch Shop. Collections drop weekly, aligning with artists’ shows in the city, including Post Malone and Lola Young.
Meanwhile Not/Applicable, long-term Reselfridges partner, “curates merch greatest hits, with band and tour tees and memorabilia”. From 11 August, fans will be able to explore and shop exclusive apparel from BBC Playback. This “nostalgic merch concept celebrates BBC Music’s impact on British music and culture”.
The summer will also include “cultural producer, consultant and nightlife icon” Nadine Noor programming DJs to play “uplifting sets, bringing together new, niche and next genres”. And Chicago-based global performance platform Elevator Music, will programme an unexpected line-up of performances in the lifts at the Oxford Street store across three days in August.
Meanwhile an Are We On Air? ‘Kiosk-o-Thèque’ lands in London for a four-day takeover of Selfridges’s corner window. With live interviews, DJ sets, live performances, a shop and cultural salon sees the Kiosk-o-Thèque blending “music, fashion, art, and conversation into a live, immersive experience — where the Sunset Strip energy meets Oxford Street”.
There’s more at Birmingham and Manchester too. As well as the heavy Metal moment, the Birmingham store also has happenings as part of the Birmingham Jazz Festival and other events.
And Manchester’s Exchange Square store sees Selfridges continuing its partnership with Manchester International Festival, via performances, exhibits and more.
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