David Beckham Opens Exclusive Pop-Up At Selfridges

It’s a summer of sport here in London – and no one is taking on the celebrations quite like Selfridges, which kicks off with a series of all-star activations throughout July and August. The latest to hit our radar? A new pop-up from British sporting legend David Beckham.

New Selfridges Pop-Up: Eyewear by David Beckham x Safilo SPA

Did you know David Beckham is the proud owner of his own eyewear label? Well, now you do. The former footballer launched Eyewear by David Beckham back in 2020, in collaboration with Safilo Group. The two have come together once again this summer for a Selfridges mini-takeover, with an exciting pop-up showcasing the latest from David Beckham FW24 line in partnership with Safilo SPA.

(c) Tim Charles

Nestled cosily on Selfridges’ first floor, the pop-up comes complete with lightly worn leather armchairs, a serving tray stacked with a whiskey bottle and glasses and shelves on shelves of glasses. The space, which was designed so that guests could relax and enjoy the store’s atmosphere, is the perfect laid-back setting to discover the full DB Eyewear collection.

Alongside the label’s classic hero designs, the Selfridges pop-up will also offer a preview of five key FW24 pieces – making visitors the first to see the new Eyewear by David Beckham x Safilo SPA line. The team describe the new styles as having ‘all with hallmarks of the iconic David Beckham style, but with a bold and fearless sense of style that perfectly represents the Selfridges customer.’

(c) Tim Charles

The Eyewear by David Beckham pop-up is just one destination launched as part of Selfridges’ Sportopia campaign, which runs throughout the summer. Alongside the unveiling of a sports bar, tennis and Olympic swimming pool experiences and a 40ft climbing wall, the department store will play host to an all-star line-up of launches and destinations from the brands like Lacoste, Champion, Nike and OMEGA. Other notable sporting names getting involved include Lewis Hamilton and Ellie Simmonds.

Selfridges has also decked out its front windows with new artwork capturing the energy of some of the world’s most-loved sports – with a twist. From underwater rugby to fashion archery, the windows platform a number of the department store’s favourite clubs, including Bugeisha Club, Gorp Girls, The Grove DIY, Tempo and Whippets FC. Artists Crobin Shaw and Anna Lomax have also created displays for the Orchard and Duke Street windows respectively, with Shaw exploring the alternative side to sports and the emotional connection found there, and Lomax installing three sculptures in response to the brief of celebration.

(c) David Parry

Details

You can find Selfridges at the following address: 400 Oxford Street, London W1A 1AB. The nearest tube stations are Marble Arch, Bond Street, Oxford Circus and Baker Street.

The Eyewear by David Beckham x Safilo SPA pop-up runs at Selfridges from 1 July to 13 September 2024. selfridges.com

Featured image: Karwai Tang/WireImage