Selfridges Corner Shop celebrates 30 years of Mugler's Angel
It may come as a surprise to some but Mugler’s Angel fragrance is now 30 years old and to celebrate that anniversary, the brand has taken over The Selfridges Corner Shop, the prime piece of real estate in the luxury department store’s London flagship.
The retailer is celebrating Angel’s anniversary with an “immersive blend of fragrance, fashion and sculpture”.
With the help of Xylotek, a carpentry workshop specialising in sustainability, the Corner Shop has been transformed into the Body Space – “a gigantic reclining woman’s body visible from both inside and outside” the store.
Mugler’s Creative Director Casey Cadwallader said: “Our Mugler installation at Selfridges was born from my love of curves. I loved the idea of a bold view from the street, and a much more intimate experience when inside the sculptures.”
The product offer inside includes signature fashion pieces as well as having a heavy focus on fragrance, taking in not only Angel but also Alien and Goddess.
Included are limited chrome editions, exclusive to the Body Space, as well as “a rare glass bottle, created in honour of Angel’s anniversary”. Hand-sculpted and hand-blown, the refillable bottle is one of only 30 globally.
“Visitors can also try out a custom-built ‘Synaesthesia Chamber’, which uses light, sound and scent to bring Angel to life,” Selfridges said.
Refills have been a big feature of the Mugler fragrance experience for many years (and for a log time before they became mainstream) and consumers can refill their Angel, Alien, Goddess and Alien Goddess eaux de toilette and eaux de parfum bottles at a special a fragrance fountain.
Mugler will be at The Corner Shop until 3 December.
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