Holzweiler Opens a Pop-up Shop in Selfridges
On the 12th of April, Holzweiler opened a pop-up shop in Selfridges, London, bringing the Holzweiler SS21 Community Garden collection to the legendary department store
The collection is based on the dream of a Community Garden, where you can connect with nature, receive from nature, find zen, and escape from the everyday hectic urban living. The concept of the collection is based on designing a small, yet highly focused collection, with contemporary classic and comfy silhouettes. Key to the SS21 styles are details like stitching, pockets, and trims from garden workwear, flower jacquard patterns, and all-over flower print stories- placements prints that were found on vintage garden posters.
About the collection, Maria Holzweiler, Head of Design, says: "As the times are that we are living now, we want to bring back some playfulness and escape from reality".
The Holzweiler pop-up shop holds a small 6x4 greenhouse frame without the glass panels to encapsulate a pot garden gone wild - using dried flowers growing out of a pot and climbing and weaving up and around the greenhouse frame. For the flower tree installation, Holzweiler worked with local flower artist Sula from Nicebunch. All flowers come from Sula's cutting garden in Somerset and are chemical- and pesticide-free. To keep the pop-up as sustainable as possible both the greenhouse and flower tree are planned to be re-used locally in London after the pop-up in Selfridges closes.
Furnitures are handcrafted from an award-winning Swedish design company, Fogia.
About opening the pop-up shop, Susanne Holzweiler, Brand Director, says: "To have a corner /pop up at Selfridges has been on our bucket list since the day we launched Holzweiler. We are so proud and happy for this coming together and look forward to work together with Selfridges from now on".
The pop-up shop is the first pop-up space in the UK for Holzweiler following pop-up shops in SKP Beijing, China, and Breuninger in Stuttgart, Germany. It is also the first physical retail shop to open in line with several retail spaces planned for Holzweiler in 2021. The next store to open is designed in collaboration with architects Snøhetta and artist Ali Gallefos in Bergen, Norway 29th of April 2021.
About the strategic planning of opening physical retail spaces, Andreas Holzweiler, CEO, says:
"The launch with Selfridges is very aligned with our upcoming retail and partner strategy. We believe that physical retail is very relevant in the future and to have these partnerships and focus on more own retail and shop in shops in different territories from UK, China, and the US is a part of our 24-month marked plan."
The shop in shop is open from 12th of April to 30th of July 2021