Iconic fashion designer Karl Lagerfeld – and the famous silhouette of his sunglass and ponytail – served as inspiration for a new campaign at London’s Selfridges department store. A series of windows and in‑store displays have debuted in conjunction with the launch of the Karl by Karl Lagerfeld Capsule Collection.

Seeking to tie the ongoing Olympics into the display, conceptual designers at Stuttgart‑based LIGANOVA incorporated a sport‑savvy theme in the production. Filling Selfridges’ two Oxford Street windows are moving mannequins that compete in athletic events like hurdling and discus‑throwing. Dubbed ‘robot mannequins,’ they have been made of sleek synthetic materials and specially‑manufactured metal plates for a futuristic effect.

Inside Selfridges is a 200‑sq‑m space dedicated to all things Karl, including large‑scale 3D prints, cut‑out forms and mannequins on revolving turntables. Glossy black surfaces work to revert imagery, while a ping‑ping table has been cleverly manipulated into a reflective display case for clothing.

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