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Selfridges transforms facade of Birmingham store

Selfridges has unveiled a new look for the outside of its Birmingham store with a public art commission by multi-disciplinary artist Osman Yousefzada. Famous for its… View Article

DEPARTMENT STORES

Selfridges transforms facade of Birmingham store

Selfridges has unveiled a new look for the outside of its Birmingham store with a public art commission by multi-disciplinary artist Osman Yousefzada.

Famous for its bulbous blue shape and large silver disks, the building is now covered by a canvas featuring Yousefzada’s black and pink patterned design.

Co-commissioned with Ikon Birmingham, Infinity Pattern 1 aims to address issues of race, labour and migration which have shaped Birmingham’s past and present. It will remain in place in its completed state until December before being dismantled gradually next year. Selfridges is also carrying out a renovation of the interior of the store which began last winter and is due for completion ahead of the city’s Commonwealth Games.

Infinity Pattern 1 is complemented by an in-store art exhibition, shop and art trail which have all been co-designed and co-curated with Ikon  as part of an ongoing creative relationship between the gallery and the store. This includes further new works by Yousefzada as well as pieces by Birmingham artists Hira Butt, Farwa Moledina and Maryam Wahid.

Yousefzada’s additional output was developed through a recent residency at Birmingham’s School of Art in Fine Art Printmaking and Sculpture.

Meanwhile, the exhibition shop sells an exclusive collection including tote bags, blankets and vegan leather accessories all featuring the distinctive Infinity Pattern 1 design, alongside a curated selection of products celebrating the city of Birmingham.

Yousefzada said: “The work is entrenched in autoethnographic elements of migration, community formation and how they happen, interact and settle. The work reflects my personal story and more widely my ethnic history and some of the symbolisms inherent to my culture.”

Selfridges creative director Hannah Emslie added: “Selfridges is celebrating the communities of Birmingham through a unique art commission that represents both optimism and transformation. This new work by Osman Yousefzada is uplifting but also meaningful and deeply connected to the fabric and culture of the city. By changing the skyline – at a time when the city itself is changing – we hope to make the world brighter through creative expression, and the people of Birmingham even prouder of their iconic city.”

 

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