Selfridges launches Yellow Pages zine as Versace enters The Corner Shop
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The zine takes its name from the business telephone directory that ran from the 1880s until just before the pandemic and also references the house yellow colour for which the retailer’s signage and packaging are known. It worked with Yell, which owns the Yellow Pages brand, on the project.
The new Yellow Pages program encapsulates much of what Selfridges is about, including its retail services, and its focus on design and culture. It’s a 72-page directory that looks at what’s happening in London and Manchester (in the cities generally, not just at the stores).
But of course, there’s also a strong focus on product with information on exclusive launches, as well as activities with brand partners, Jackson Boxer’s new restaurant and the music venue, Selfridges Lounge.
Executive creative director, Laura Weir, said: “This September, through Yellow Pages, Selfridges becomes a directory of fashion and culture with a kaleidoscopic curation of experiences and cultural collaborations, coming to life in our stores, digitally, across our windows and in a new print publication. We’re positioning ourselves at the epicentre of new season and cultural conversation, helping customers to navigate straight to the ‘good stuff’.”
Some of the content from the zine is also being aired in the very yellow windows of the stores and they come complete with audio for the visually impaired.
And as mentioned, it coincides with the latest arrival at The Corner Shop being high-profile Italian brand Versace.
The retailer said of it: “This year, Donatella [Versace] is channelling energy into a new collection: ‘Icons’. To celebrate the arrival of AW23 and the Icons collection, we invited Versace to take over arguably one of the most iconic spots in our London store. The Corner Shop will be adorned with monochrome prints to complement the collection – you can try on the pieces, walk the runway, take a photo, become iconic.”
As that suggests, along with the ability to try on and buy the very sharp monochrome tailoring of the new collection, visitors who want an immersive experience can strike a 90s supermodel pose and have their photo taken.
Selfridges Unlocked Keyholders will also get a custom gold Medusa chocolate coin and Versace flowers when they show their Selfridges Key.
