Selfridges x Jo Malone

Jo Malone has unveiled an illuminated townhouse in its concession at Selfridges Birmingham as part of the retailer's 'Neon' Selfridges theme which will run for 12 months. Prop Studios crafted an edge-lit acrylic Jo Malone London townhouse, visible from 360 degrees. The team developed a new experimental engraving technique allowing the light to be captured across the panel, spanning two metres wide x three metres high.

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The panel was illuminated from all four edges to highlight the etching and produce a white neon effect. A black metal framing and base were constructed to ensure stability for the freestanding unit.

The scheme was designed to be adaptable throughout the year, transforming the iconic townhouse through the seasons, and also allowing the townhouse to be customised during key launches and events exclusive to Selfridges and throughout the Christmas season.

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