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Selfridges is embracing British humour by turning its Corner Shop space into the most outrageous joke shop you’ve ever seen.
Designed to make fun of “fashion cliches”, customers will be able to purchase items that feature elements of comedy, from slogan tees and fart cushions, to fashion items produced by the likes of Judith Leiber, Anya Hindmarch, Puppets and Puppets, Corrina Goutas, Cowboys of Habit, and London-based Welsh creative Adam Jones.
Items on sale range in price from 99p on the shop floor, to more extravagantly priced pieces which the department store say some might find either “offensive or laughable”.
At weekends, a Joke Shop Manager will entertain visitors at various times, whilst an immersive Manager’s Office, with giant jumping beans, will be accessible to Selfridges Unlocked Keyholders.
“Creativity and fun are part of our brand DNA, brought to life through destinations and experiences that make the world brighter,” Selfridges Executive Creative Director Laura Weir says of the pop-up.
“We’re transforming our Corner Shop into a shoppable comedy store, with windows celebrating the best British jokes and larger-than-life art commissions.”
“We’ve drawn inspiration from local joke shops across the country, as well as the tongue-in-cheek aesthetics we’ve seen and loved this season.”
“We want to raise a smile and make mischief in a way that can be enjoyed by everyone who visits us.”
The opening of The Joke Shop comes following Martine Rose’s Corner Shop takeover in February.
Created to showcase her debut collection for Clarks as the brand’s first-ever guest Creative Director, the experiential pop-up space was transformed into a series of nostalgic bedrooms by set designer Polly Philp called ‘Coming Up Roses’.
The Joke Shop at Selfridges runs until March 30th 2024.
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