Seletti has launched a bold new retail concept in the heart of London, bringing its irreverent spirit and retro flair to Selfridges with the debut of SELETTI MARKET. Open from 31 March to 31 August 2025, the installation transforms the department store’s lower ground floor into a surreal supermarket inspired by Italy’s first supermarket, which opened in Milan in 1957.
Originally introduced at Rinascente Milan during Milan Design Week 2024 and later in Rome, SELETTI MARKET is a collaboration with Milan-based design studio Baschera Brigolin. The concept blends nostalgia and contemporary art with a distinctly Italian sense of humour, bringing a 1960s-style consumer landscape to life through exaggerated colours, dreamlike details, and imaginative displays.
“I am incredibly excited to bring SELETTI MARKET to London. This project is rooted in a desire to connect with our heritage – after all, the first Italian supermarket opened in Milan in 1957, just a few years before Seletti was founded – but also in the idea of playfully and humorously reimagining the classic elements of the consumer society we grew up in,” said Stefano Seletti, Artistic Director at Seletti.
Market shelves are lined with signature Seletti pieces, including well-known collaborations with Studio Job, Toiletpaper, Marcantonio, Uto Balmoral, and CTRLZAK. Alongside these, exclusive ‘fake’ products and brand-new seasonal launches are presented in colourful, tongue-in-cheek packaging. Functional checkout counters, surreal aisle posters and interactive elements all contribute to an immersive and eccentric shopping experience.
Also featured within the installation is Blue Bear, a sculpture created as part of the InBetweeners NFT project by Gianpiero d’Alessandro and singer Justin Bieber. With a message centred on inclusivity and positivity, the artwork highlights Seletti’s continued engagement with forward-thinking digital creativity.
Adding to the experience is the Seletti Café, created in partnership with iconic Italian brands. Visitors can enjoy coffee from Lavazza, sweet treats from Venchi, and sparkling wines from Ferrari, combining design exploration with authentic Italian hospitality.
In addition to SELETTI MARKET, the brand’s longstanding Selfridges concession continues to showcase its best-known tableware collections, including Classics on Acid by Diesel Living with Seletti, Kintsugi by Seletti + Marcantonio, and Hybrid by CTRLZAK x Seletti. The concession will soon also feature Superfurniture, a new collection from anonymous design collective Hello Again.
