Addicted To Retail (ATR) presents: Fendi Flowerland Pop-Up at Selfridges in London.
Millington Associates are delighted to have played an important role in Italian fashion house Fendi’s recent launch of Flowerland, the main inspiration behind their SS16 women’s wear collection. The brand made a bold, fresh statement through a spectacular floral oasis that brought the collection to life over two floors in Selfridges department store, London.
The event was a third collaboration between Fendi and acclaimed Japanese botanical artist Azuma Makoto whose original flower designs feature as 3D floral motifs on the Flowerland bags and accessories and were also recreated live with real flowers inside beautiful jars by artisans from Makoto's team, working from a three-wheeled mini APE car. Visitors to the space had the opportunity to personalise their bags with a flower stamp and interchangeable leather Flowerland straps.
Through the production and installation of key premium items within the scheme that included lighting, units and fixtures, walls, the APE mobile car, flower bottles and tables with striking perspex flower cubes, Millington Associates succeeded in translating Azuma Makoto’s enchanting pop-up concept into a beautiful, eye-catching floral wonderland.