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Rixo opens shop-in-shop in Selfridges

Location: London
Source: theindustry
Made by: Cúpla
Published in: May 20 2024 / Fashion Stores
RIXO, the British fashion house known for its playful prints, has unveiled its first shop-in-shop at London's Selfridges. It marks a full circle moment for the Co-founders, who worked on the Selfridges shop floor during their university years.

In anticipation of the sunnier months that lay ahead, the pop-up boasts a curated selection of the brand's latest collections, including vintage-inspired dresses doused in decadent prints. The space, open for 10 weeks until 9 June, will also house exclusive pieces available only at the department store.

Here, customers will also discover a dedicated space for accessories, including statement jewellery, handbags and footwear, to complete their look. The brand will also host a series of activations, such as styling sessions.
Located on Selfridges’ third-floor atrium space, the new RIXO enclave welcomes customers with an immersive shopping experience reminiscent of the brand’s vibrant standalone stores. Think of a colourful mixture of hand-crafted zellige tiles, striped wallpaper, and hand-painted murals - almost transforming the dim streets of London into a tropical destination.

The interior design was led by Cúpla, a design studio founded by Gemma McCloskey, twin sister of RIXO Co-Founder Orlagh McCloskey.

Henrietta Rix, Co-Founder of RIXO, said: "As a student I worked on the shop floor in Selfridges so to open our first official RIXO shop-in-shop here feels extremely personal. Selfridges is such an iconic global department store & we hope this is the first of many similar shop-in-shops that we will open globally over the next few years, bringing the RIXO brand to new customers.

"We look forward to offering customers an immersive journey into the world of RIXO & another place to try RIXO as we approach our 10th year in business."
visual merchandising, Rixo, shop design, Selfridges, Selfridges London

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