Lee Jeans Body Optix Selfridges Pop Up

With the new BodyOptix label, Lee heritage meets science-led design. BodyOptix is a new line of body shaping jeans that use body contouring and clever detailing to work with your natural body. As part of its initial launch, we created a pop up concession at Selfridges in collaboration with Spring Studios.

The pop up needed to express the new body contouring technology in an instagrammable and dynamic way. The result was a pop up that included a light tunnel where customers can experience the jeans and the science behind it as they strut down this tunnel to music and continuously moving graphics that create optical illusions on to customers to showcase how clever contouring can distort and flatter.