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dazed beauty space selfridges thomas petherick pop-up
Design Thomas Petherick

Look into the future with Dazed Beauty Space, a new pop-up with Selfridges


TextAlex Peters

The experiential pop-up is open from today and you’re invited

We have some huge news. This week, the doors will open on our first ever Dazed Beauty Space in Selfridges’ beauty hall and you’re invited.

A refuge against blandness and conformity, Dazed Beauty Space is an experiential pop-up that brings the highly-influential, digital community of Dazed Beauty into the real world, radically transforming conventions to shape the future of beauty. 

Over the course of six weeks, Dazed Beauty Space will play host to a programme stuffed with live make-up tutorials, workshops and treatments with some of the beauty and creative industry’s most exciting leading names including Sylvie MacmillanLucy Bridge and Charles Jeffrey, and Drag Race UK’s The Vivienne.

“At Dazed Beauty we believe beauty, and the experience of it, should be a refuge from staid ideals and restrictive standards. Beauty as we see it should be a site of resistance, play, and experimentation for the next generation,” Dazed Beauty editor, Nellie Eden says. “This is the beauty counter of the future: where the digital and physical collide, and beauty is not simply what we wear on our faces, but what we project on our screens,” says Dazed Beauty editor-in-chief Bunny Kinney

The space, sprung from our wildest fantasies and brought to life by set designer Thomas Petherick, will live in the Beauty Workshop on the ground floor level of Selfridges. My aim with this project was to translate the world of Dazed Beauty into a physical space that reimagines what beauty retail could be,” he explains on his designs. “I did this by merging classical structures with hyper futurism to create a unique language through shape and texture which feels distinctly Dazed Beauty.”

“This is the beauty counter of the future: where the digital and physical collide, and beauty is not simply what we wear on our faces, but what we project on our screens” – Bunny Kinney, editor-in-chief, Dazed Beauty 

Dazed Beauty Space will also feature AR and AI filters created in collaboration with Geraldine Wharry, a future trend forecaster to imagine how self-expression might evolve over the next one hundred years as well as featuring the Dazed Beauty Edit, a shoppable curated selection of products from brands including Dior, Morphe, Pat McGrath Labs, Uoma, MAC Cosmetics, and NARS. 

“To experience beauty through the eyes and minds of the Dazed Beauty community is to experiment with the category’s vibrant and unstoppable potential,” says Sebastian Manes, buying and merchandising director at Selfridges. “As ever, we are looking forward to an exciting future, as realised via Dazed Beauty’s vision for a thought-provoking, boundary-pushing destination in our London Beauty Workshop.” 

Dazed Beauty Space runs from March 9 to April 19. For the full programme click hereSelfridges, Beauty Workshop, Ground Floor Level, 400 Oxford Street, W1A 1AB.

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