Duke Street Window — Chrome Hearts, Selfridges
London · July 2024

Creative Direction, Spatial Concept & Fabrication Partnerships

For the Duke Street flagship at Selfridges, I led the creative direction and development of a custom modular window system conceived as a transitional architectural element. Designed to adapt across seasonal narratives, the system maintained strong brand continuity while allowing for variation over time. The material selection was intentionally developed for continued use in future displays and proposed as a complementary extension of Chrome Hearts’ established material language—wood, metal, and marble.

The structure was designed with sustainability and longevity in mind, enabling repeated use across global retail environments without visual fatigue.