NEW MATTER
Lena Yokoyama X Selfridges
Department store Selfridges unveiled their latest project '2D Artistry’ in January 2023, inviting Lena Yokoyama, along with four other artists, to spruce up the windows of their London flagship store with a series of engaging illustrated designs. The designs centre around a theme of celebration, and all that entails at Selfridges, with each artist encouraged to explore their own take on the theme.
Across three large windows lining London’s iconic Oxford Street, Lena created scenes depicting various areas within the store: The Skate Bowl, Harry Gordon’s, and The Brass Rail, each one aiming to evoke feelings of joyful celebration. The Skate Bowl, a specially constructed wooden bowl where visitors can skate for free in store, is a unique feature of the department store – Lena spent time observing skaters in real life, ensuring her illustrations capture the dynamic movements and shapes as playfully as possible.
As well as illustrating the flagship windows, Lena was asked to collaborate with Selfridges for their regional stores in Manchester and Birmingham, transforming the windows with scenes of visitors dining at their well known eateries. She also brought the menswear department to life with large-scale illustrations of clothes draped across the ceiling and in the windows, and created lifesize cut outs of figures displayed throughout the stores, as well as creating nine individual artworks on display in the personal shopping area in their Birmingham store.
The 2D Artistry windows will be on show until the start of April 2023, so if you’re curious to see how you might be able to celebrate at Selfridges – be it in their swanky bar, or trying out some skating, head down and take a look at their windows for some cheerful inspo!
'The Skate Bowl' window display
A closer look at two of Lena's window display designs.
"
It was so fun to try and come up with ways to imitate the real restaurants in much smaller but all the more sillier shapes and sizes and to try and fit people into that made up space.
– Lena Yokoyama
The artist herself, pictured with one of her instore creations.
Some very long sleeves adorning some of the smaller window displays.
"
Learning about all the ways skaters can twist
their bodies and maintain balance on their boards definitely awakened a whole new perspective on the sport in me. I do love how much drawing can teach you about new things.
– Lena Yokoyama
Lena's interpretation of the Fumo restaurant brought to life.
A giant, long sleeved jumper looking over the Menswear section.
About Lena Yokoyama
Lena is a Japanese / Austrian illustrator and printmaker based in London. Her optimistic and playful illustrations feature characters of different shapes and sizes, with use of plentiful colour and texture. Working across a broad range of mediums, her clients include The Tate, Community Bridges, Mondo Brewery, The Guardian and Red Bull to name but a few.
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