A Birmingham fashion designer is creating a striking piece of public art which will be wrapped around the iconic Selfridges building while it undergoes a major renovation project.
Osman Yousefzada has created the striking pink and black dogtooth cladding – called The Dogtooth Flower – in partnership with the city’s Ikon Gallery. It will be placed around the building while work to make it more eco friendly is being carried out.
The department store in Bullring shopping centre will have all of its 15,000 iconic silver disks removed and then be re-painted in its original Yves Klein blue. The disks will then be reattached.
Work is due to begin in the autumn and be completed in time for the 2022 Commonwealth Games.
However, shoppers and commuters have been warned that some access may be restricted and travel disruptions may take place, but the store will continue trading throughout.
Hammerson, which co-owns and manages Bullring, is carrying out the work. Portfolio director Conrad Baconfor said: “We are proud the Selfridges building has gained icon status for its design and we want to ensure it maintains its pride of place both in Birmingham and the UK.
“The design and construction of the building means we have made the decision to undertake these upgrade works now to ensure the building’s long-term future while improving its environmental performance.”
Mr Yousefzada added: “I feel very lucky to have been selected from a shortlist of acclaimed international artists asked to design the scaffolding wrap.
“As an artist and designer, whose clothes have been stocked at Selfridges since my first ever collection, it is amazing to think I will be dressing Selfridges itself.
“This will be my first piece of public art and to be able to do it on such a scale is truly exciting. I can’t wait to see it completed.”