Ralph Lauren Stadium Pop Up

Finding innovative ways to target niche groups of customers at Selfridges, in partnership with Ralph Lauren Stadium collection. Stadium was a re-release of a limited edition 1992 collection which became synonymous with street style when worn by the Lo-life Crew.

Its cult status meant that we needed to source original ideas and find alternative homes for a collection so hotly anticipated that we knew we would see crowds queuing for the limited edition pieces.

Edwards Mews, the Selfridges’ owned street that runs behind the Oxford Street store, provided an ideal location. A place of ‘discovery’ and a great juxtaposition from the pomp and ceremony of the store front, the Mews was able to house its own pop up shop, at once a retrospective and a retail destination. Designed by Ralph Lauren’s event team, the exclusive space, constructed from a pair of shipping containers, popped up on the Mews as if grown overnight. Slickly skinned and flanked by a media programme through Selfridges media partner sites throughout the store, the turn-out meant great PR, and a sell out of the space within 3 days.