Christian Louboutin x StudioXAG: Loubiville Selfridges Takeover

We collaborated with the creative team at Christian Louboutin to develop a series of installations steeped in glamour and surrealism to launch the Parisian brand’s nail lacquer range.

Developed in conjunction with architect Tarek Shamma, the in-store space featured a cityscape in laser-cut metal, backlit with lighting which slowly faded throughout the day from white at dawn to red at dusk.

The first window at Selfridges London featured an elaborate, rotating ziggurat centrepiece, with bottles of the nail lacquer leading up the stairs. Silhouettes of the Loubiville skyline inspired by the shape of the product acted as a backdrop to the scene.

A second window at Selfridges was inspired by an other-worldly factory, demonstrating the journey of the nail varnish from inspiration to reality. A collection of stilettos marched along a conveyor below into a giant hopper, where they were magically transformed into liquid rouge.