Stella McCartney Launches A Fragrance To Satisfy Aesthetes & Nerds Alike

  1. Begin Slideshow
    stella

    25

    SHARES

    3 comments
    See All Slides

    The UK department store we wish would come to the good ol' US of A, Selfridges, is playing host to what has got to be the most complicated perfume launch ever. Teaming up with Stella McCartney, our friends over at Gin Lane Media are helping to introduce her latest fragrance, L.I.L.Y., with a truly 360º campaign that is sure to make anyone's jaw drop, from total tech nerds to sartorial super-fans.

    The windows at Selfridges' on Oxford Street will (starting today!) display an innovative public art installation that features video content by Margosia Bella and Dan Tobin Smith, with distinctive interactive features that allow passersby to not only enjoy the installation but also engage with it and alter the display. As if that wasn't cool enough, UKers get to play along with an L.I.L.Y. iPhone and Android app that allows users to create collages and upload them to a collage gallery (we Americans get our own app this October. These creations are uniquely formatted to be easily sent to email, Facebook, Twitter, and (our fave) Instagram so sharing with friends is a snap.

    Peep some pics below that Gin Lane president, Emmett Shine, shared with us from London. If you are in the UK, make sure to get down to Selfridges to see it for yourself — the display will be up 'til February 15. We're crossing our fingers that this project comes to NYC in the future, but until then, you'll find us on our phones collaging away!

    Photo: Courtesy of Gin Lane

    Begin Slideshow

MORE SLIDESHOWS


Shopping

11 Essentials For Every Dressy Occasion

There’s nothing more thrilling than looking at a jam-packed spring calendar filled with rooftop soirees, garden parties, and weekend weddings — until you stare into your closet abyss and realize you have nothing to wear, that is. So, we’re taking the guesswork out of event dressing by mapping out 11 key pieces read


An Art Deco Wedding To Make You Dream Of The '20s

Oh California, how we love you and your beachside weddings. Ashley + Danny had the ultimate SoCal wedding. She’s always had dreams of being a mermaid, he’s always loved the beach, and together they’ve shared a love for classic rock. So naturally they incorporated all of that into their wedding. read