Industrial Structures Inside One of London’s Most Iconic Retail Spaces
Event & Media Structures Ltd was proud to support the delivery of the Concrete installation for Comme des Garçons at Selfridges London, working alongside acclaimed artist Graham Hudson to help transform part of the store into a striking industrial-inspired retail environment.
Blending scaffolding, raw structural materials, sculptural forms, and luxury fashion retail, the project challenged the traditional boundaries between temporary structure, installation art, and experiential brand activation.
Projects like this demonstrate how structural systems can become part of the creative concept itself, rather than simply supporting it behind the scenes.
The Brief
The installation was designed to reflect the identity of Concrete by Comme des Garçons, a fragrance inspired by contrasts between urban materials, architecture, and refined craftsmanship.
The creative direction called for an intentionally raw and industrial visual language inside one of the world’s most recognisable luxury department stores. The installation needed to feel disruptive, sculptural, and architectural, while still functioning within an active retail environment.
Event & Media Structures was brought in to help fabricate and deliver the structural elements that formed part of the installation concept.
Our Role
Working closely with Graham Hudson and the wider project team, we fabricated and installed bespoke scaffold and steel structures throughout the activation space.
The project included:
- Bespoke scaffold structures
- Sculptural industrial display elements
- Suspended framework features
- Structural integration within live retail areas
- Installation support within internal display zones and window areas
The exposed structural aesthetic formed part of the visual identity of the installation itself, helping create the contrast between industrial construction materials and the polished luxury retail surroundings of Selfridges.
Delivering Within a Live Retail Environment
Working inside a flagship retail destination such as Selfridges requires a different level of coordination and precision compared to traditional event builds.
Installation schedules had to be carefully managed around store operations, public access, and presentation standards, while maintaining strict safety compliance throughout the project.
Our team worked closely with all parties involved to ensure the installation was delivered efficiently, safely, and to the required visual standard within a high-profile retail environment.
Where Structure Meets Creativity
This project remains one of the standout examples of how scaffolding and temporary structures can move beyond pure functionality and become integrated into the creative identity of a space.
From luxury retail activations and fashion launches to immersive experiential environments, Event & Media Structures continues to help brands, agencies, artists, and designers bring ambitious concepts into the real world.
Looking to Create an Experiential Brand Environment?
Event & Media Structures delivers creative structural solutions for retail activations, fashion installations, experiential marketing projects, and branded environments across the UK and internationally.
Whether supporting artists, agencies, or global brands, we help turn complex concepts into buildable realities.
