By Allison Watkinson
TLL Reporter
Selfridges has partnered with Black Sabbath and Bravado for a licensed fan experience inspired by the band’s final UK show.
Designed to celebrate Black Sabbath’s upcoming Birmingham show, Back To The Beginning, the immersive fan experience will offer merchandise, live mural artwork, themed decorations, photo opportunities and more.
Open until July 21, the Selfridges pop-up shop is designed as an extension of the Black Sabbath band’s visual identity and merchandise.
Bravado’s designers worked closely with the Black Sabbath team to develop the distinct fan experience offered at the Selfridges store.
“Black Sabbath’s legacy is woven into the fabric of rock history, and bringing this exclusive fan experience to life in their hometown as they celebrate their final show is a true honour,” said Bravado president, Matt Young. “We found the perfect partner in Selfridges, who realized right away that this was a chance to create something special for fans beyond just selling merch. It’s a tribute to the band’s enduring influence and a chance for fans to connect with their story in a powerful, immersive way.”
Available exclusively at Selfridges, the Black Sabbath collection will feature licensed jackets, hoodies, t-shirts, accessories, band memorabilia and gifts from a range of brands and fashion labels.
This includes collaborative pieces from British artist Mason Newman, the Moschino luxury brand, Alpha Industries outerwear, the streetwear label Babylon LA and Vanson Leathers.
Vanson Leathers will be offering limited-edition leather jackets signed by the band’s frontman, Ozzy Ozborne.
“We’re so excited for this partnership and what it means not only for Black Sabbath and Ozzy fans but fans of music, as we celebrate a genre that was born in the city,” said Selfridges Birmingham store director, Sam Watson. “We look forward to welcoming fans old and new in anticipation of one of summer’s biggest musical moments to discover more about the amazing legacy of Black Sabbath in Birmingham.”
As a continuation of his city-wide homage to the band, local artist Mr Murals has created live artwork inside the Birmingham store’s windows over the course of seven days.
The artwork spans two of Selfridges windows over levels two and three and displays a six-metre wide portrait of the band’s original line-up, alongside a large-scale Black Sabbath logo.
“I’m honoured to take part in the celebration of Black Sabbath’s rich musical roots with such a unique piece of artwork right in the heart of Birmingham,” said Mr. Murals. “Nothing compares to painting live within your own community and I’m very excited to have my work on display at Selfridges.”
Based in the UK, Selfridges is a high-end department store chain that is known for its experiential approach to retail, as well as its licensing collaborations with creative talents from the art, lifestyle and fashion industries.
A division of Universal Music Group, Bravado is a global agency and lifestyle company that offers its services to entertainment brands and recording artists.
Bravado represents artists across more than 40 countries worldwide and provides services related to sales, licensing, branding, marketing and e-commerce.
Image Courtesy of Selfridges.