New Ground at Selfridges
This New Year we launched a sustainable and ethical coffee shop pop up in The Corner Shop at Selfridges. We opened in store from 6th January with an exclusive Selfridges blend and this ran for 5 weeks.
The pop up was situated in The Corner Shop, Selfridges' busiest entrance and customers chose from a menu of ten coffees, each with an optional shot of CBD oil. All drinks came in specially designed coffee cups, with a recycling unit at the pop up. All deposited cups were turned into Selfridges yellow Kraft paper shopping bags.
The pop up formed part of Selfridges’ Happy New Decade creative campaign, presenting unexpected ways to make sure the new-gen ‘20s are roaring not boring. For the first three months of the year, customers are being encouraged to laugh, enjoy and reset. The Corner Shop also featured a partnership with Highsnobiety, presenting ‘The Co.Lab’, a retail concept showcasing curated product drops and exclusive collaborations. There was even a 5m tall yellow slide to enjoy.
Louise Allen, Selfridges Food Buyer, said: “This is a very exciting collaboration for us, and a great way to kick off our Happy New Decade campaign. Not only are New Ground experts in crafting great coffee that’s ethically traded, the team are doing brilliant work to help ex-offenders to transform their lives. We have selected an exclusive Selfridges blend which is being served at The Corner Shop and is also available to purchase in a ground format along with other New Ground single origin coffees both in our Foodhall and online.”