Havaianas at Selfridges Premium Retail Installation Design & Build

A standout retail installation for Havaianas at Selfridges, designed to shift perception and make flip-flops feel at home alongside premium footwear. It strengthens product positioning, improves in-store performance and delivers a commercially effective retail display within Selfridges. 

The result is visually strong, cost-efficient, adaptable and built to perform in real retail environments.

• Premium retail installation designed to reposition a core product category 

• Strong in-store presence within a high-footfall Selfridges environment 

• Modular display system enabling efficient updates across seasons and collections 

• Clear production logic supporting smooth delivery and reduced complexity 

• Encourages interaction and product trial, increasing engagement at fixture 

Havaianas needed to shift perception - from casual footwear to a more premium retail offer - within one of the most competitive department store environments. 

The challenge was to create a retail display concept that works operationally, stands out in a high-footfall space and avoids unnecessary complexity in design and delivery. 

We designed and delivered a modular retail installation system centred around a sculptural sandal wall. 

The concept was developed with clear production logic, ensuring it could be executed efficiently, installed smoothly and maintained over time. 

The structure allows for straightforward updates across seasons and collections, supporting long-term usability without repeated full rebuilds. 

• Creates a clear point of focus within a high-footfall retail environment 

• Improves product visibility and encourages customer interaction 

• Supports a more premium perception of core product lines 

• Reduces future production costs through a modular system 

The installation reframes Havaianas within a premium retail context, while staying true to the brand’s identity. 

A sculptural wall draws people in - to the colour, the texture, the small details. Sandals become something to pick up, try on, customise. Not just displayed but played with. 

The concept is designed as a display solution that can work across different retail environments, maintaining consistency while allowing for adaptation. 

The sandal wall combines a stone-effect finish with tactile qualities, creating a distinctive but practical display. 

Key features include: 

• Recycled rubber elements made from Havaianas footwear 

• A neutral finish to elevate product contrast and visibility 

• Modular components designed for efficient installation and updates 

• A full-height mirror lets customers see the full look and pulls in passers-by from surrounding displays for a quick “how do these look?” moment. 

Every element was developed with production capability and delivery efficiency in mind, ensuring the design could be built and implemented without unnecessary complexity or risk. 

Sustainability was integrated into both design and delivery. 

Recyclable materials and repurposed footwear reduce waste, while the modular system supports cost-efficient updates over time, allowing updates without full replacement. 

This approach improves long-term value and reduces operational pressure on future rollouts. 

The result is a commercially effective retail installation that strengthens Havaianas’ presence within Selfridges. 

It delivers a balance of visual impact, operational clarity and adaptability, demonstrating a solution that works in practice - creatively strong and commercially sound.