Renowned Italian design brand Seletti has brought its boundary-pushing spirit to the UK with the launch of SELETTI MARKET at Selfridges London, running from 31st March to 31st August 2025. Taking over the department store's lower ground floor, the immersive installation reimagines the charm of a 1960s Italian supermarket through a bold lens of pop art, surrealism, and contemporary design.
Developed in collaboration with Milan-based studio Baschera Brigolin, the installation continues the playful narrative first seen at Rinascente Milan during Milan Design Week 2024 and later in Rome. Inspired by Italy's first supermarket, which opened in Milan in 1957, SELETTI MARKET blends nostalgic consumer culture with a modern twist, offering a whimsical yet functioning retail space.
'I am incredibly excited to bring SELETTI MARKET to London,' said Stefano Seletti, Artistic Director at Seletti. 'This project is rooted in a desire to connect with our heritage, after all, the first Italian supermarket opened in Milan in 1957, just a few years before Seletti was founded, but also in the idea of playfully and humorously reimagining the classic elements of the consumer society we grew up in.'
Visitors are invited to wander through brightly coloured aisles lined with Seletti best-sellers, exclusive "fake" products made just for the installation, and newly launched spring/summer collections. Collaborations with celebrated creatives such as Studio Job, Toiletpaper, Marcantonio, Uto Balmoral, and CTRLZAK feature prominently. Shopping trolleys and baskets are provided, reinforcing the illusion of a real supermarket, while surreal posters and graphics enhance the immersive aesthetic.
A highlight of the installation is Blue Bear, a sculpture by InBetweeners – the NFT project founded by Justin Bieber and Gianpiero d'Alessandro. Known for promoting inclusivity and love, InBetweeners bridges digital art with real-world presence, showcasing Seletti's commitment to cutting-edge creativity.
In addition to the visual spectacle, SELETTI MARKET offers a Seletti Café experience in collaboration with Italian greats: Lavazza (premium coffee), Venchi (artisanal gelato and chocolate), and Ferrari Trento (sparkling wines). This café brings an authentic taste of Italy to the heart of London, rounding out the immersive, multisensory journey.
Beyond the temporary installation, Seletti's permanent Selfridges concession remains a destination for design lovers, showcasing iconic tabletop pieces like Classics on Acid (Diesel Living with Seletti), Kintsugi (Seletti + Marcantonio), and Hybrid (CTRLZAK x Seletti). It will soon feature Superfurniture, a new collection by anonymous collective Hello Again.
SELETTI MARKET at Selfridges invites visitors into a world where design, nostalgia, and humour collide – a must-see destination this summer.
More information:
Seletti
[email protected]
www.seletti.it