We brought Depop’s URL marketplace to Selfridges IRL
To help Depop launch their first UK long-term space, in Selfridges London, we worked with them to create a three month residency that mixed the variety and energy of Depop with the physicality and prestige of Selfridges.
Working with Depop’s internal teams, we collaborated on the overarching concept, seller curation, and programming of the space, and then devised a spatial design and visual identity to fit. This was all to reflect the merging of the digital and the IRL worlds in a brand new way, making sure that all elements - whether experienced by a Depop or Selfridges customer - felt like part of the same campaign
Shared values. The two brands have very different audiences, so the first step was to dive into the worlds of Depop and Selfridges and identify their common ground. This led us to create a set of values to ensure the space spoke to both customers - championing Depop’s community whilst elevating them to the Selfridges's audience.
Depop IRL.For the design of the space, we looked beyond simple merchandising to create a space that would stand out against the backdrop of other Selfridges concessions.
In collaboration with set designer Anna Burns, we created a physical representation of Depop that referenced marketplaces, arcades and the intensity that comes with those environments, but all put through an energetic, digital filter. This included a moving clothes rail that visitors could control, LED screens, and interactive arcade games that visitors could play using their phones.
An adaptable identity.Based on the limitless possibilities available on Depop, our identity was made up of an adaptable grid system that could flex across all physical and digital collateral, giving a framework to build from and disrupt over the three months.
Bringing the digital to life. One challenge of our space was that Depop is a digital company at heart. So playing on our references of arcades, we developed two interactive games that used guests phones as controllers and, once completed, linked directly to sellers on the Depop app.
‘Pop or Drop’ helps you find your dream Depop sellers through the products you like, and ‘Add to Bag’ gives you 30 seconds to catch as many falling items as you can, ending with a shopping list of sellers you caught product from.
For those that couldn’t make it to the store, we created a microsite to act as a central hub that houses the games, showcases the sellers, and displays the upcoming events.
Participation and education. Showcasing the breadth of the seller community - from pre-loved to vintage, streetwear to custom made - was central to the overarching concept, so we collaborated with Depop to create monthly themes to curate sellers and product: August was entrepreneurship focused, September was around sustainability and October was “No Questions Asked" - focusing on unique fashion and individuality found on the platform.
The space was also programmed around the monthly themes, with events including an audience led Q&A around successful Depop shops, spaces for up-and-coming sellers to hands-on branding and photography, and workshops that taught how to customise old pieces of clothing into create something new.