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Osman Yousefzada designs a striking new hoarding for Selfridges at Bullring


Selfridges Birmingham, under wrap by designer Osman Yousefzada

The iconic Selfridges building at Bullring is set for major renovation work beginning in Autumn 2020 with completion expected ahead of the Commonwealth Games in 2022. During this time, the building will be wrapped in a striking patterned hoarding created by Birmingham-born fashion designer and artist Osman Yousefzada. This is the designer’s first piece of public art, which he has titled The Dogtooth Flower. The distinctive design is in part inspired by a hand-drawn print from Osman’s archive and is reminiscent of the perennial architectural qualities of the designer’s fashion collections.

Osman’s new wrap commission was carried out in collaboration with Ikon, as part of an ongoing creative relationship between the gallery, the artist and Selfridges. Previous presentations have included Osman’s first solo exhibition, Being Somewhere Else (2018) and the artist’s annual fashion parade through the city centre, from Selfridges to Ikon, as part of the gallery’s Migrant Festival (2018-).

“We are delighted to forge a creative partnership with Osman and Selfridges. It is a privilege for us to support Osman, born and raised in Birmingham, as he extends his artistic practice into the public realm, and this city’s Selfridges building absolutely has the right kind of iconic status to match his ambition.” Jonathan Watkins, Ikon Director

Osman Yousefzada

“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 that 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.” Osman Yousefzada

“We fully support the work Hammerson is about to undertake on our store to ensure its longevity and sustainability. This work also gives us an opportunity to playfully transform the Birmingham skyline whilst championing the design talent of our city’s own Osman Yousefzada.” Sam Watts, General Manager of Selfridges Birmingham

The renovation work is being carried out by Hammerson, who owns and manages Bullring & Grand Central and Selfridges will remain open throughout and trade as normal.

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