ARTICLE BY Sneaker Freaker
Feiyue Selfridges 1 1
Feiyue Selfridges 2 1

Feiyue X Selfridges Pop Up Shop

London retail store Selfridges welcomes sports brand Feiyue to their famed Shoe Galleries with a sweet pop up store. Launching on the 29th November, the setup will house an instore customising station for peeps to floss their Feiyues in one-of-one flavours. Whether you like to rock suede, leather or canvas, the selection is endless, and with Feiyue's iPad application on show customers can spend hours lacing their flow! Check out the press release below for full details, and make sure to hit up Selfridges on Oxford St in London if you're in the area to witness the fitness.

The forward thinking French sneaker brand Feiyue (www.feiyue-shoes.com) is proud to announce the opening of its first innovative, interactive Pop-up Shop exclusively at Selfridges, London on November 29 2010 until January 4 2011. The entrance of Selfridgesʼ critically acclaimed Shoe Galleries will be transformed by the installation of a unique interactive Pop-up Shop - a dynamic, ever-changing conceptual space combining forward thinking technical innovation and an explosion of colour to capture the essence and playful nature of the Feiyue brand. The Selfridges X Feiyue Pop-up Shop is constructed of playful wooden building blocks, integrating benches, sales points and digital pads. These digital pads will feature the Feiyue i-PAD application, offering customers the opportunity to customise their own shoes live and direct in-store. In the same spirit of one-off customisation, visitors will be encouraged to interact will the design of the Selfridges X Feiyue Pop-up Shop itself. Visitors to the space will be offered cubes of different colours, allowing them to change the landscape of the space by adding to or rearranging the existing building-block design. Customers can use the building blocks as artistic tools, allowing them to leave their personal touch on the Selfridges X Feiyue Pop-up Shop space.

The Selfridges X Feiyue Pop-up Shop will stock an edited unisex selection from the Autumn Winter 2010 range, offering the option for customers to uniquely re-engineer the designs to their own taste. The selection has been edited by the young French team at Feiyue to reflect the best of the iconic sneakers offered by the brand in a range of fabrics - including the original canvas style, leather and suede.
The Selfridges X Feiyue Pop-up Shop epitomises the brand's slogan - Flying Forward - with an innovative, experimental and cutting-edge conceptual launch with Britain's leading department store.

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