Creative Collaboration

Friends & Co instigates relationships between brands to create innovative projects that, in turn, become compelling stories the press will want to hear about. We use our network to put together promotional projects or to devise stories with global relevance.

Creative Collaboration Case Study:

Makers for Selfridges

Makers for Selfridges collection, curated by Friends & Co
Makers for Selfridges homeware collection

The Story 

Iconic London department store Selfridges needed a homeware collection for the Christmas season 2016 targeted at both the domestic and international shopper. The collection would be displayed in the home and gifting department, and needed to consist of products made in Britain and designed by independent makers.


The Result

Friends & Co drew on its extensive network and over two decades of industry knowledge to commission a selection of eight designers and makers to apply the distinctive Selfridges yellow to British-made products in an original way.

The result was a charming, quirky collection of 13 exclusive products that ranged from the perfect mixing bowl with a subtle yellow stripe by Wiltshire based John Julian; a denim apron with yellow stitching by Oliver Harvey; pinch pots and sugar bowls by Another Country; a canvas shopping bag by re-wrap; a beech chopping board by Temper Studio; and a whimsical tea pot and mug featuring playful Selfridges customer characters by Shoreditch-based Charlene Mullen. .

The story of our collaboration attracted its own coverage in Mad About the House and Elle Decoration.