The Body Space: a multi-sensory pop-up store for Mugler
In celebrations of the 30th anniversary of Mugler’s iconic scent Angel, we created a pop-up that blends fragrance and fashion at the Cornershop in London’s Selfridges.
Amplifying Mugler’s signature emphasis on volume and proportions, the pop-up is made up of giant fragments of a woman’s body that break up the space into a variety of retail experiences.
Seen from the street, the sculptural installation forms an abstract side view of a woman elegantly reclining. The curves, crevices and folds of the body are rendered in a reflective material that mirrors the viewer’s gaze, throwing back a distorted image – a nod to Mugler’s sense of humour and seduction.
Inside the Cornershop, visitors are invited on a journey through the body which slowly reveals itself, its interior forming shell-like structures coated in the signature Mugler blue. The leg houses the fragrance collection, unfolding around a drop-like refill fountain that allows customers to have their perfume bottles refilled before exploring the torso which cocoons a selection of pieces and a fitting room.
The body’s chest and buttocks create a dome for the final space: the Synesthesia Chamber. A concoction of light, sound and fragrance, this multi-sensory experience immerses visitors in the magic of the house’s eau de parfum Angel. A polyphonic soundscape of siren-esque voices coaxes visitors into the space and towards a scent sculpture, illuminated by undulating lights.
As the visitor approaches the drop-like structure, the lights intensify and the sculpture emits a short burst of fragrance whilst a projection lights up the space with stars which slowly transforms into the abstract shapes of heavenly bodies.
Our approach to the interior architecture of the space bridged the past and present of the brand’s fascination with the human body; a hyper-feminised, futuristic take on the silhouette born in the 80s and now shaped by the creative direction of Casey Cadwallader.
Creative Concept, Spatial Design, Experience Design, Software Development, Sound Design, Lighting Design, Prototyping, Content Design and Production, Production Management
Spatial – Immersive audio
Beau Nox – Sound
Xylotek – Physical production