Live Streetwear Customisation Experience

We partnered with A Bathing Ape (BAPE) to deliver an exclusive live in-store customisation experience at Selfridges London, bringing the brand’s iconic streetwear archive into an interactive retail environment.

The activation allowed customers to design and personalise premium BAPE apparel through a real-time digital and production system, blending heritage graphics with individual expression.

The Experience

Guests were invited to explore BAPE’s iconic pattern archive and customise exclusive t-shirts using interactive YR design kiosks within the Selfridges menswear floor.

Through a real-time visual interface, customers could select from signature camo patterns, colourways, lettering, and number systems to build fully personalised garments.

Each design was previewed instantly, allowing guests to refine and finalise their piece before production.

Live On-Demand Production

Once confirmed, each order was processed through our live production workflow and produced on-site using high-quality print systems.

This on-demand approach allowed every garment to be created in real time, ensuring full accuracy while maintaining a fast and seamless guest experience.

Customers were able to watch their designs being physically produced in-store, turning the retail process into a live, interactive moment.

Nationwide Retail Rollout

Following the Selfridges London launch, the activation extended to additional flagship stores in Birmingham and Manchester, allowing a wider UK audience to engage with the experience.

Customers could either collect their items in-store or receive them via direct delivery, extending the reach of the activation beyond London.

Exclusivity & Product Offering

Each piece was created using premium BAPE cotton blanks and limited-edition design assets, reinforcing exclusivity throughout the collection.

Guests could choose from:

• 12 signature BAPE camo patterns

• Colour variations and graphic styles

• Varsity lettering and number systems

This combination of rarity and personalisation created high demand and strong engagement across all locations.

The Result

A high-impact retail activation that merged BAPE’s iconic streetwear heritage with real-time customisation technology.

By combining exclusive design assets, on-demand production, and immersive in-store experiences, the activation transformed traditional retail into a fully interactive creative platform.