Fromm Studio Transforms Selfridges Windows with Folk-Inspired 2025 Displays

Jul. 09, 2025

Selfridges commissioned Partizan Studio talent Fromm Studio (Vince Ibay and Jess Miller) to take on the challenge of designing windows for its London, Birmingham and Manchester  stores. Using 3D modelling, the duo created folk-inspired scenes that were brought to life at Millington’s Associates. The windows, featuring original characters and animation, were displayed  for the first half of this year, from January to June.

Along with their impressive window work, Fromm have also been busy on ‘Selfridges Celebrates’ this year, the calendar event franchise that focuses on the most relevant seasonal celebrations and keeps the store’s visuals fresh and exciting. Fromm created the animations and graphic design for in-store assets and digital content for a range of celebrations, the first being Valentine’s Day. Their designs could be spotted all over, from labels to animated displays. 

The studio’s whimsical aesthetic, fuelled by a love of Staffordshire figures and antique markets, worked perfectly for Valentine’s Day. The result was an adorable Cupid character and all the cutesy imagery you would expect for the season dotted around stores. This was paired with a short animation for socials and a lovely interview with the founders of Fromm on what it’s like to work together as a couple.

At the end of March, Fromm’s whimsical mother sun with her child flowers, and a beautiful floating moon design launched in celebration of Mother’s Day and then Eid, once again seen throughout stores and across the store’s website. April finished off with the duo’s light and humorous take on Easter, and was followed by their designs for Father’s Day take over in June.

The ‘Selfridges Celebrates’ animations and window design projects are the first Fromm have done with Partizan Studio, who they signed with last year, and there are three more launches to come from this project  in 2025, so be on the lookout! You can see more of this work on their Instagram and website.