Mr NICE x Selfridges

HÛT Architects , London , 2019

 

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Pop up shop in Selfridges’ department store

As the result of a successful collaboration with HÛT to create a unique and forward-thinking display for the UK’s first cannabis and lifestyle boutique in Soho, HÛT were commissioned by Mr Nice to transform the archetypal Land Rover Defender in Selfridge’s men’s department for a two-month instalment of their pop-up shop.

Fundamental to Mr Nice’s philosophy is the desire for individuality and inclusivity, which HÛT have echoed in our bold and expressive vison, playing with the Selfridges’ 2019 Christmas theme ‘Future Fantasy’ as well as drawing on the Mr Nice’s existing metallic product packaging. With a great appreciation of Mr Nice’s spiritual hero Howard Mars who championed the importance of the human spirit, HÛT conceived an ambitious plan to wrap the Defender in silver mylar.

The multi-functional and expressive vision focuses on the rear bed of the vehicle, comprising a ‘trunk’ for storing products and an MDF and oak ‘apothecary’s cabinet’ with vertically sliding tambour doors which functions as a sales point. Dibond shelving for displaying products are secured with cable ties to a black steel mesh straddling the rear frame of the vehicle. The iconic neon Mr Nice logo proudly stands within a forest of cannabis plants, reflected by the silver mylar which highlights its sense of performance and play.

Staying true to the organic nature of the company, the materials are raw and tactile, celebrating its innovative and contemporary take on the value of high-quality CBD and hemp products and the humanitarian origins of Cannabis. Contrasting the timber which displays wellbeing products, black metal, and silver mylar display merchandise which appeals to the cultivation of inclusive and diverse branding.

Photography by Jamie Burke - Mr. NICE

Data

  • Begun: Nov 2019
  • Completed: Nov 2019
  • Floor area: 11m2
  • Sector: Retail
  • Total cost: £5,000
  • Funding: Private
  • Address: Selfridges, 400 Oxford St, London , W1A 1AB, United Kingdom

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