Fenty Hair | Mane Street Launch | Selfridges

- Retail Activation
- Visual Merchandising
Dome-Site, Selfridges Manchester, Site-I, Selfridges Birmingham
Creative Concept | Design | Creative Production | Event Management | Content Management

Brief.

To celebrate the high-profile UK launch of Fenty Hair in partnership with Selfridges, the brand set out to create a bold, playful, and highly engaging pop-up experience that would capture attention in busy retail environments. The activation needed to deliver more than just visibility; it aimed to create meaningful, immersive moments that allowed consumers to truly connect with the brand and its philosophy of inclusive, high-performance hair care.

Strategically positioned just outside Selfridges stores in Manchester and Birmingham, the pop-up was designed to intercept shoppers in high-footfall locations, encouraging spontaneous interaction and driving awareness at the point of purchase. Alongside this, the experience also needed to function as an on-the-go retail environment, seamlessly blending discovery, education, and conversion in a way that felt natural and engaging.

The overall ambition was to bring the world of Fenty Hair to life in a way that felt accessible, exciting, and reflective of the brand’s wider identity. Inviting both existing fans and new audiences to explore the range in a memorable, hands-on setting.

Fenty Hair Salon, Selfridges Launch, Dome Site Manchester

Solution.

The stand was carefully designed to maximise engagement through a series of interactive touchpoints, each encouraging customers to spend time exploring the brand. The layout created a natural flow of conversation, allowing Fenty Hair brand ambassadors to connect with visitors, offer tailored advice, and build genuine relationships with consumers. These one-to-one interactions played a key role in elevating the overall experience, making it feel personal, informative and inspiring.

A strong emphasis was also placed on visual merchandising (VM), ensuring the full product range was displayed in an eye-catching and accessible way. Customers were encouraged to explore, test and understand the benefits of each product, supported by the expertise of the brand team. This hands-on approach helped to demystify the range and build confidence in purchase decisions.

By combining engaging brand storytelling, interactive engagement points and a strong retail focus, the pop-up successfully drove both awareness and sales, while delivering a dynamic and memorable experience that reflected the energy and innovation of Fenty Hair.