Christmas displays have always been central to Selfridges London. Collaborating with their creative teams, Smile reimagined the previous season’s decorations – most notably mountains of shimmering tinsel – into a bespoke surface. The result was a bold, expressive surface that captured the spirit of the season, with dynamic bursts of metallics and sparkle reminiscent of Christmas fireworks. This striking material became the backdrop for product displays and immersive in-store experiences at Selfridges, and tinsel has since earned a permanent place in our repertoire of custom materials.

Design: Selfridges x Smile Materials