Through a special collaboration with renowned Japanese flower artist Azuma Makoto, the Flowerland pop-up will make an appearance between 16 May and 19 June.
Visitors will be invited to enter Fendi’s Flowerland world, where a three-wheeled mini-truck "Ape" will be displayed.
Makoto’s original flower bouquets will be featured on bags and inside bottles. During the opening fortnight, visitors will witness a flower artisan from Makoto's studio creating floral bottles, which will be available for purchase.
Fendi will also pre-launch a range of unique products in the Selfridges pop-up.
Eleanor Robinson, head of accessories buying at Selfridges, said: "We’re thrilled to be working with the brand on this project, a one-of-a-kind flower shop where customers can step into Fendi’s world of accessories and customise their bags with a flower stamp, interchangeable leather straps to match their bag to the rest of the outfit or shop for real flowers in beautiful jars."
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