A tactile, stone-effect, sandal wall with details made from recycled Havaianas footwear to celebrate the brand, encourage trial, and tune into the upmarket Selfridges vibe.
Sunshine and Havaianas sandals are inextricable. Our challenge was to raise the profile of this easy-come, easy-go shoe style – to present flip-flops and sandals as premium footwear. And to do it in Selfridges where the Havaianas brand competes for attention with other premium brands.
Our sandal wall looks like stone, but features organic curves and wavelike ribbons. It incorporates recycled rubber, feels soft to the touch, and encourages experimentation. The wall draws people in – to the summer vibe, the hero products, and the charms that adorn their flip-flops. It invites them to play.
No summer is complete without Havaianas, the carefree Brazilian flip-flops and sandals that speak of sunshine, sand, and easy living. To capture this idea in a way that aligns with our own sustainability aspirations as well as those of Selfridges and Havaianas was at the forefront of our minds throughout the creative process. So we designed a display that was modular and flexible for easy adaptation as the seasons and collections changed. We also used recyclable materials and recycled rubber from Havaianas sandals to create key features in the wall.
The bright, stone-effect finish suggests sun-parched terrazas, softened with organic curves and wavelike flowing ribbons. Against this neutral background, the sandals glow as bright and appealing as they would on a summer’s day.
We gave more space to the premium and hero products, and created a glittering porthole-style niche to display the charms with which sandal-wearers customise their flip-flops. The final touch was a full-height mirror to let customers gauge the total effect – and to draw in other gotta-see-how-this-looks shoe-buyers from surrounding displays.
The Havaianas sandal wall makes the brand relevant to European audiences. It gives them a look that is at once familiar, yet distinct from other footwear brands. It’s an approach that stays true to the brand aesthetic while tapping into the north European desire for sunny days, light footwear, and endless freedom.
