Astrid & Miyu: A blush-pink destination in the heart of Selfridges

Some brands are known for what they sell. The best ones are known for how it feels to shop with them.

That was Astrid & Miyu. Their piercing service had become a key part of the brand experience, turning jewellery retail into something more personal and memorable. So when it was time to bring it to Selfridges London on Oxford Street, the concession had to do far more than display product.

We partnered with Astrid & Miyu and the team to design, coordinate manufacture and install their dedicated piercing concession in one of the world’s most iconic department stores.

It was a compact footprint with a lot to do: jewellery display, consultation, professional piercing, privacy and comfort in an open retail environment. All within Selfridges’ operational requirements and a brand identity customers already know and love.

So we designed around how the space would actually be used:

- A blush penny-tile feature wall as the visual focal point, with illuminated Astrid & Miyu and “Piercing” neon signage.

- Bespoke display showcases with integrated lighting for close viewing.

- A dedicated piercing station with a professional treatment chair, integrated sink and mirrors for consultation and aftercare.

- And behind the scenes, secure under-counter storage and a layout that lets the team deliver services without compromising the retail experience.

We balanced premium materials with practical function: soft pink tones, terrazzo-inspired surfaces and brushed metallic detailing that feel unmistakably Astrid & Miyu while sitting comfortably in the Selfridges setting.

The result is a destination within a destination! The concession stands out from across the beauty and accessories floor, strengthens brand visibility and encourages consultation-led sales. It also gives the team an efficient way of working, and gives the brand a flexible format that could be rolled out in future.

From retail and technical design through to manufacture coordination, Selfridges approvals and installation, we brought the whole journey together under one roof.