Launching this autumn, the brand’s latest creative venture, Yellow Pages, sees it reimagine its physical and digital stores as a “directory of now”, showcasing the latest in fashion, design, and culture.
The department store has worked with Yell to cheekily co-opt the name of its original telephone directory, which was a British household staple for over five decades, widely used as a tool to help people find everything from tradespeople to leisure activities.
Yellow Pages is brought to life first and foremost as a free printed zine. Designed in collaboration with editorial director (and Food co-founder) Richard Turley, the 72-page publication features a range of collaborators and contributors who offer a distinctly Selfridges point of view on how to live big this season.
The directory also extends to the department store’s windows, which for the first time will feature audio displays for the visually impaired. Passers-by will get a taste of Danny Boyle’s Free Your Mind, the inaugural production at Manchester’s Aviva Studios this October, and A24’s re-release of Talking Heads documentary Stop Making Sense to mark its 40th anniversary, among other things.
Throughout September and October, there will be new product launches, installations, and destinations in-store with fashion partners including Versace, Jil Sander, and Martine Rose. Plus, Jackson Boxer’s new restaurant opens at The Corner and music venue Selfridges Lounge launches its first residency by Jamz Supernova.
The programme is supported by a campaign that transports headlines from the Yellow Pages to Selfridges locations nationwide, including wrapping Manchester trams and taking over Shreeji Newsagents in London’s Marylebone.
“Through the Yellow Pages, Selfridges becomes a directory of fashion and culture with a kaleidoscopic curation of experiences and cultural collaborations,” says Selfridges executive creative director, Laura Weir. “We’re positioning ourselves at the epicentre of new season and cultural conversation, helping customers to navigate straight to the ‘good stuff’.”
Yellow Pages is available for a limited time at Selfridges in London, Birmingham and Manchester; selfridges.com