Northbanks created a military-inspired pop-up for Vivienne Westwood within the Designer Studio at Selfridges London, using reusable and deliberately industrial elements to turn the campaign into a physical retail environment.
The
Challenge
The installation needed enough impact to stand out within Selfridges while remaining practical as a temporary retail environment. It also needed to feel unmistakably Vivienne Westwood rather than like a generic luxury concession.
The short lifespan of the activation created another question: how could the set deliver strong visual theatre without treating every element as disposable?
Scope of Works
- Full Turnkey
- Customer Journey Planning
- Space Planning
- Concept Design & Development
- Pop-Up Design
- Concession
- Technical Design & Engineering
- Bespoke Manufacture and Design
- Retail Fixture Design & Displays
- Material Specification
- Visual Merchandising Integration & Support
- Project Management
- Permits & Approvals
- Manufacture & Coordination
- Fit-Out
- Installation & Management
our approach
We used the construction language itself to express the concept. Rather than adding a military graphic layer to conventional fixtures, army-style storage, exposed pipework and utilitarian materials became the visual identity.
Reuse and disassembly were considered from the outset so the temporary nature of the project became part of the design thinking rather than an afterthought.
The
Solution
Breed Universe combines strong header branding, structured graphic panels, shelf-edge communication and breed-led navigation into one permanent modular system.
Repurposed army-style lockers became key merchandising pieces, constructed so they could be dismantled and reused. Hanging rails made from old pipes reinforced the raw, industrial aesthetic.
Graphics were produced using organic inks, while a false stud wall created a controlled backdrop and integrated a screen for digital campaign content. The result connected the physical pop-up with the wider campaign without relying on a permanent intervention.
DELIVERY
Northbanks developed the concept into buildable components, manufactured the bespoke elements and coordinated installation within Selfridges. The modular set pieces and contained wall construction allowed the space to be transformed efficiently and removed after the activation.
The
Result
The finished pop-up created a distinctive campaign environment that felt aligned with Vivienne Westwood’s character while using reusable set pieces and lower-impact graphics wherever practical.
WHY IT MATTERS
Temporary retail does not have to mean disposable retail. This project shows how material storytelling, visual impact and design for reuse can reinforce one another when sustainability is considered through actual construction decisions.
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