Balmain takes over Selfridges Corner Shop for custom sneakers

By

Sandra Halliday

Published
Jul 3, 2019

The latest major product initiative at Selfridges’ key piece of real estate, its Corner Shop, is a collaboration with Balmain and underlines the importance of the sneaker category to both the footwear and luxury sectors.

The Balmain Corner Shop takeover features an exclusive sneaker customisation area plus other limited edition merchandise, and given the importance of a spot at this location, shoppers there will get access to the styles before they launch globally.

There are artists on hand to help shoppers with their customisation and personalisation desires with the numerous options available including studs, Japanese graphics and graffiti. The aim is that the shoes are “transformed into a truly one-of-a-kind luxury purchase,” the retailer said.

And the artwork customisation facility will extend to the Balmain ready-to-wear collection that’s also on show there.

The space has been designed with a futuristic edge via a metallic background that sets the shoes off strongly. 

The collection is exclusive to the London destination store until July 7 with the products set to launch around the world on July 8.

It all underlines how big a deal this is for Balmain and its creative chief Olivier Rousteing as it’s the brand’s first sneaker launch and the plan is for the label to continue its deep dive into the category with regular new products and limited editions, both of which are major drivers of sneaker sales.