/ CLIENT : SELFRIDGES

/ LOCATION : OLD SELFRIDGES HOTEL, LONDON

/ REACH : VIRAL ON SOCIAL MEDIA

/ SERVICES : CONCEPT DESIGN AND 360 PRODUCTION

/ EXPERIENTIAL - SELFRIDGE’S WAREHOUSE PARTY

A TRIBUTE TO AN ICON

For over a decade, Blonstein PRODUCTIONS has been an entrusted event PRODUCTION COMPANY for London icon, Selfridges. We’ve curated and collaborated with an incredible array of diverse talent to concept, produce and deliver myriad experiential moments, from in-store extravaganzas to top secret invite only soirées. Our agency heritage and DNA is founded in creating transformative, unforgettable, immersive live activations, taking over unused and near derelict spaces and turning them into theatrical, unexpected, glorious brand experiences. Selfridges, with its vast labyrinth of hidden spaces coupled with a bold brand and fierce creative vision, is a dream client.

With 2022 looking likely to be a wild and glamorous party season as ever there can be, we thought this an apt moment to revisit the incredible party of all parties Blonstein produced for Selfridges in May. Given a highly confidential brief, we were to honour outgoing owners the Weston family and especially visionary creative director Allanah Weston with a magnificent celebration of their legacy.

Under cloak and dagger secrecy, Blonstein dug deep into the historic Selfridges props archive to recreate an original warehouse party in the disused Old SELFRIDGES Hotel. The 'from scratch' installation featured a curated selection of iconic window props from the past 25 years displayed within imposing, oversized iron cages, watched over by random, unnervingly fragile mannequins. And a pair of frankly, absolutely giant boobs we just had to unearth. The result was a bizarre and magical setting for a very select guest-list to dance, dine and celebrate against a unique backdrop of curiosities, heritage and sheer Selfridges luxury. Performance art popped up in the most unusual of places from a gospel choir to catwalk Voguing, while artists brought to life every nook with the most unexpected imaginably playful turns. With Fat Tony on the decks, the party rocked.