The Gustaf Westman Universe Takes Over Selfridges Corner Shop
The Swedish design sensation transforms London’s premier retail space into an apartment-style experiential journey filled with exclusive tartan furniture and quirky homeware.
Summary
Gustaf Westman has arrived in London, launching an immersive takeover of The Corner Shop at Selfridges
Moving away from standard retail layouts, the space is built as a series of curated, personality-driven home environments
The pop-up debuts a range of limited-edition, London-inspired products, including a dedicated fish-and-chips bowl and tartan-clad furniture
Swedish interior designer and internet favorite Gustaf Westman has officially brought his whimsical, pastel-hued aesthetic to London, launching a full-scale takeover of The Corner Shop at Selfridges. Transforming the high-profile retail space into a multi-room experiential journey through the “Gustaf Westman Universe,” the installation celebrates design as a tool for uncompromised self-expression, inviting visitors to reconsider how they interact with their own living spaces.
Known globally for staging ephemeral pop-ups inside real-world apartments, the brand is continuing its deep dive into the home as an extension of individual identity. Rather than adhering to a traditional, sterile store format, the Selfridges installation unfolds as a sequence of highly stylized room settings. Visitors can wander through an eccentric “fan room,” a cozy living room, and a variety of domestic vignettes, each engineered with its own distinct lifestyle personality. The setup aims to show that great design belongs everywhere—whether styled inside a sprawling luxury estate or arranged within a cramped, shared flat.
Gustaf Westman said in a statement “I love the idea that different people can see themselves in the universe, whether you live in a luxury apartment in Notting Hill or in a shared flat with friends. My objects should feel at home. I want visitors to walk through the rooms and find something that inspires them, something that feels familiar, or something they didn’t know they needed.”
To celebrate the brand’s arrival in the UK, the pop-up introduces an exclusive capsule of limited-edition items heavily inspired by classic British culture. Sitting alongside Westman’s viral, wavy Chunky Cup, the collection debuts a playful ceramic fish-and-chips bowl and a custom-molded tea strainer. For larger-scale investments, the designer’s famous, undulating Blob sofa and matching daybed silhouettes have been re-upholstered in a brand-new, heritage-inspired tartan fabric, striking a seamless balance between Scandinavian playfulness and classic London style.
