Marmite pop-up store to open in Selfridges

Sunhouse Creative has branded and created the interior of a Marmite pop-up shop for Selfridges based on an ’eccentric British kitchen’ theme.

The shop will open at Selfridges’ London store today before rolling out in its Birmingham branch tomorrow and its two Manchester stores on 20 October.

Appointed by Marmite franchisee Hot Pickle in August, following work on a pop-up shop for the brand last year, Sunhouse Creative was tasked with designing ’experiential’ graphic applications and interior designs for the pop-up stores.

Large screen-print posters were initially created to be hung in the shops, from which graphic elements have been extracted and turned into 3D models for the interiors.

These include ’bizarre sausages hanging from forks, a Marmite jar and fried egg on a giant fork’, says Sunhouse Creative director Tom Maurice, who, as lead creative, commissioned out model design to fit-out company Design for Retail.

A hundred limited-edition screen prints will be sold in the shops and Sunhouse Creative has also created T-shirts and Christmas cards.

Illustrator Chris Malbon was directed by the consultancy to work up the initial poster design, which realises ’a surreal breakfast theme’ as a visual signifier to create an ’artisan and handcrafted feel’, Maurice says.

A racing pigeon and a sunrise which ’gives a nod to the Union Jack’ have also been incorporated into the design, as has love and hate bunting, says Maurice. Hot Pickle director Rupert Pic says he wanted a ’non-retail consultancy which could apply a design rooted in a creative idea’.

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