Designed as an immersive brand universe within the iconic Selfridges on Oxford Street, this pop-up for Marc Jacobs Beauty (Coty) represents the first physical expression of a fully developed retail identity. From visual and material codes to spatial language, signage system and flagship store concept. Far from a simple promotional activation, the project translates the bold, creative personality of the brand into a fully inhabitable retail environment, sitting at the intersection of desire and commerce. A space conceived as much as a content backdrop as a point of sale.