We've created a long-term pop-up for Awake NY at Selfridges' Oxford Street. The 15 square meter space showcases a curated selection of clothing, accessories, and artwork, hand-picked by brand founder Angelo Baque.

Our design captures New York's cultural spirit, which is at the heart of Awake NY's identity. Inspired by the brand's Orchard Street Flagship, we've blended DIY furniture and sculptural elements to immerse visitors in Awake's distinctive world.

We based the design on our core concept of 'scratch', embodying humble, simple craft. A large DIY-style, sculptural 'A' serves as the pop-up centrepiece. We’ve adapted industrial furniture with intricate details like Awake NY keychains and braided ropes.

The result is a distinctive space that aligns with Awake NY's ethos and offers visitors to Selfridges an immersive brand experience, across the pond.