Kurt Geiger concept for kids introduces “playful design” to Selfridges and Harrods

Two separate site specific concepts have been designed by Campaign for the stores, which includes areas for children to explore and interact with.


Consultancy Campaign has created a Kurt Geiger retail concept for children at Selfridges and Harrods designed to capture the imagination of both children and parents.

The Selfridges space has been inspired by monsters and Dr Seuss’ The Cat in the Hat. It incorporates striped flooring in two-tone wood to create warmth and black and white detailing on the walls to provide contrast.


Campaign creative director Philip Handford says his team has looked to bring a “playful design language” to the environment by using furniture such as a bespoke Campana Brothers Banquette Chair made up of soft Pandas and a cake stool topped with big cats and monkeys. “Monster teeth” tables and colourful calf skin risers complete the look.


The “luxurious and magical” Harrods space is inspired by the Japanese animation My Neighbour Totoro according to Handford.

He says: “We created a mixture of refined and minimal design with luxurious, playful woodland forms.

“White abstract trees reach up to the ceiling canopy of a folded chrome leaf installation. Floating into the space are large furry creatures in green mink that children can climb into and play on iPads while the parents shop.” PICS

The arrangement of the trees creates a soft teal coloured lounge space, which Handford hopes children and adults will find “practical and inspiring.”



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