On Selfridges Pop-Up Retail Installation
The Corner Shop @ Selfridges, London
iMAG proudly supported French creative studio AVOIR in delivering a bold, minimalist pop-up installation at the Selfridges Corner Shop — the iconic Oxford Street space known for hosting some of the world’s most imaginative retail concepts and innovations.
This marked Selfridges’ first Corner Shop activation of the year, showcasing Swiss performance brand On’s The Body is Art, Part II campaign, fronted by acclaimed artist and On ambassador FKA Twigs. Visitors were drawn into a visually striking, interactive environment that blended art, technology, and fashion in one of London’s most prestigious retail locations.
For iMAG, this project was an opportunity to bring AVOIR’s creative vision to life by delivering a seamless, technically flawless experience that embodied On’s cutting-edge brand identity and captivated an international audience.
The Challenge: Delivering Minimalist Design with Interactive Power
With a compressed lead time over the holiday break, iMAG faced the challenge of supporting AVOIR in designing and delivering an installation that combined sleek, minimalist aesthetics with powerful interactive engagement.
The setup demanded custom-engineered structures to house four ROE Ruby LED screens, alongside a media and processing backbone capable of driving high-performance video playback and supporting the campaign’s interactive elements. The system also needed to handle precision synchronisation, robust signal distribution, and reliable real-time tracking — all while maintaining flawless performance in the dynamic, high-profile environment of the Selfridges Corner Shop.
The Solution: Engineering an Immersive, Experiential Brand Moment
iMAG crafted a complete, end-to-end technical solution tailored to the project's creative and functional requirements. The team coordinated custom metalwork to integrate four ROE Ruby LED screens, ensuring the visual presentation aligned with the clean, minimal aesthetic envisioned by AVOIR.
For content playback, we deployed a disguise pro4x2 media server, providing robust, synchronised delivery of the rich visual media. Advanced video processing was handled through Megapixel VR, ensuring exceptional colour accuracy and flawless synchronisation across the display system.
For the interactive element, we incorporated real-time tracking using Nuitrack software, powering the dynamic, engaging interactive visuals that elevated the installation beyond a standard display. Behind the scenes, this system ran on a powerhouse hardware setup to provide the muscle required to deliver ultra-smooth interactive performance.
Our expert team managed the complete technical infrastructure, from hardware integration and software configuration to on-site calibration and fine-tuning, ensuring every element worked seamlessly together. The result was a striking, immersive installation that turned the Selfridges Corner Shop into a canvas for innovation and creativity. It amplified On’s brand identity and delivered an unforgettable visitor experience that blended fashion, art, and cutting-edge technology.
Equipment used:
- ROE Visual Ruby 2.6mm LED Screens
- disguise pro4x2 Media Server
- Custom-Engineered Metal Work
- Nuitrack Real-Time Tracking
- Megapixel MVR 4K Processors
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