Etro Mandala Pop-Up

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With the bohemian spirit of the Etro consumer in mind, we partnered with the Milan born brand to develop a space within Selfridges which effectively communicated with their audience

By using their paisley inspired AW17 collection as a starting point, we were able to reflect the essence of Etro by recognising this antique decorative symbol as its constant source of inspiration.Ensuring undivided attention from the Selfridges customer whose goal was to seek out the Etro space, we amplified the ease of their journey through the use of familiar deep saturated hues and textures. Considering Etro’s approach to fashion to be both poetic and wild, silk paisley scarves were fashioned into bunting using rich accents of aubergine, burnt orange and vivacious pinks. This was seen as an invitation to the space acting as a directional pathway to the 2nd Floor Atrium.

Further capturing the attention of brand-loyal shoppers, bold mannequins, chromed rails and vibrant acrylic cases filled with sand told the Etro story against a backdrop of neighbours using uniform Selfridges store fixtures. To reinforce curiosity, a high lacquer abstract wall acted as a centrepiece to reflect the ‘Tree of Life’ vitality which the brand holds dear. Touchpoints such as a designated till point and changing rooms contributed to the brief of creating a defined Etro store within a Selfridges environment.