Seletti Market at Selfridges Oxford Street
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SELETTI MARKET @ Selfridges London
Seletti transforms the historic London department store with an unpredictable installation inspired by the first supermarkets of the 1960s
31st March – 31st August 2025
Selfridges London | 400 Oxford Street, London, W1C 1JS
The visionary and unstoppable spirit of Seletti, the Italian design brand celebrated for its bold and unexpected approach, arrives in London with a standout installation at Selfridges. From 31st March until 31st August 2025, visitors will experience the unforgettable SELETTI MARKET – a pop and unconventional supermarket that blends nostalgia, contemporary art, and Italian flair, with every corner reimagined through the unique vision of Seletti and Milan-based design studio Baschera Brigolin.
Unfolding on the lower ground floor of the iconic London department store, SELETTI MARKET continues the playful and immersive concept first seen at Rinascente Milan during Milan Design Week 2024 and at Rinascente Rome. Inspired by Italy’s first supermarket, which opened in Milan in 1957, this surreal, fully functional space captures the whimsical, maximalist atmosphere of the 1960s with a modern twist. Visitors will be surrounded by colourful displays, unexpected products, and dreamlike elements, bringing the charm and fun of a 1960s supermarket to life.
"I am incredibly excited to bring SELETTI MARKET to London. 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”, says Stefano Seletti, Artistic Director at Seletti.
The market shelves are stocked with Seletti best-sellers, including collaborations with Studio Job, Toiletpaper, Marcantonio, Uto Balmoral, and CTRLZAK, alongside ‘fake’ products created exclusively for the installation and new collections launching this spring/summer. Down the aisles, surreal posters and enchanting graphics heighten the quirky atmosphere, while shopping trolleys and baskets invite customers to choose their favourite items and proceed to a real checkout.
In addition to the market, the installation features Blue Bear, a sculpture born from the cutting-edge creativity of InBetweeners, an NFT project by singer Justin Bieber and Italian artist and graphic creator Gianpiero d'Alessandro. InBetweeners has become one of the most influential projects in the NFT sector, blending digital art with a positive message of inclusivity and love. This collaboration further exemplifies Seletti’s ability to engage with the most avant-garde forms of contemporary creativity.
Visitors to the market can also enjoy a true Italian experience at the Seletti Café, in partnership with renowned Italian brands – Lavazza, known for its premium coffee, Venchi, offering artisanal gelato and chocolates, and Ferrari, the producer of fine sparkling wines. Here, customers can order refreshments and indulge in the flavours of Italy, adding to the immersive experience of SELETTI MARKET.
Beyond the market, Seletti’s permanent concession within Selfridges continues to showcase the brand’s most iconic tabletop designs, including Classics on Acid by Diesel Living with Seletti, Kintsugi by Seletti + Marcantonio, Hybrid by CTRLZAK x Seletti and other best-selling pieces. The space will also soon welcome Superfurniture, the latest collection by the anonymous design collective Hello Again.
