There is much to be said for keying into attention-grabbing events of the moment as a method of adding incremental sales
Selfridges is pretty adept at doing this, as its David Bowie-themed showcase window and pop-up shop demonstrates.
London’s V&A museum is at present home to David Bowie Is - an exhibition of the singer’s life from the early days in the 1970s to today. And with this in mind, the department store has launched ‘David Bowie Is All Yours’ in its London shop.
Created in collaboration with the museum, the temporary shop is, at first glance, predominantly concerned with the singer’s Aladdin Sane album from 1973.
The iconic image from its cover is used for a large graphic, as a print on T-shirts and appears on the cover of the V&A catalogue, which is sold everywhere in the Selfridges pop-up.
The shopfit is amazingly low-key, but this matters little as the brightly coloured books and clothing compensate. That said, a clever link has been created between the orange and royal blue make-up that Bowie sports on the Aladdin Sane cover and the blue floor with orange flashes that lend character to this small interior.
As well as tying the interior with the V&A show, shoppers can also get a David Bowie-style makeover, on appointment, provided by make-up retailer and brand Illamasqua.
On this basis, Selfridges covers the Bowie bases and manages to leverage a little of the V&A glamour that has led to the curious and die-hard fans queuing around the block to get into the exhibition.