Get your hands on Fendi’s Fila collab at new London pop-up

The Italian label has taken over at Selfridges, offering visitors gelato, balloons, and personalised postcards – alongside the @hey_reilly collection

After dropping its Fila collaboration – created with artist @hey_reilly – at its AW18 womenswear show, Fendi is taking over Selfridges’ Corner Shop, offering guests the chance to get their hands on it before anyone else.

By bringing little pieces of its native Rome to the Oxford Street space across a variety of individual kiosks, shoppers can interact with the brand, taking selfies in a retro photo booth and grabbing specially-made balloons from Fendi’s daily ‘balloon drop’. Most importantly, in this summer’s heat, there are also unique gelato and branded lollies on offer from Rome’s celebrated ice-cream maker Steccolecco. Customers are also able to send personalised postcards that explore the luxury label’s double-F logo.

The Corner Shop takeover isn’t all about Roman-style fun and food; as you might imagine, there are also plenty of clothes and accessories on offer. In addition to the Fila collab, there will also be other pre-launch AW18 pieces for sale, including some one-off FF logo bags.

The Fendi Corner Shop pop-up runs from July 30 to September 3.