the poem series
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Noisy May x Selfridges pop-up
Noisy May is a Danish denim brand under the BESTELLER umbrella, where I worked as an in-house graphic designer for 2 years. Noisy May is a denim-focused fashion brand with an edgy identity, offering jeans designed for all bodies. The brand was given the opportunity to showcase a pop-up space in Selfridges Birmingham to promote their launch in the store.
My role for this project was to develop the concept, design, and campaign for a pop-up space at Selfridges Birmingham, offering the brand an opportunity to connect with a new audience and establish a strong retail presence in the UK.
Creative Director & Designer
Creative Direction
Graphic Design
Copywriting
Print Design
Visual merchandising
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Creative Director & Designer
My role for this project was to develop the concept, design, and campaign for a pop-up space at Selfridges Birmingham, offering the brand an opportunity to connect with a new audience and establish a strong retail presence in the UK.
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The pop-up was supposed to take place in March 2020, but due to the COVID-19 pandemic it was postponed and later cancelled.
For the pop-up space design, the mannequins were the focal point of the store, each embodying a distinct persona. Clothing rails combined large-scale graphics with the denim pieces, creating a bold, layered environment that reflected Noisy May’s disruptive visual language.
The intention was to position the denim as more than a product, encouraging customers to connect with the identity and lifestyle behind each piece. All messaging was brought together through the central statement “WE ARE NOISY,” reinforcing ideas of individuality, confidence, and female empowerment.
This led to the creation of the “WE ARE” campaign. Each denim style was treated as a persona, built around its given name and imagined characteristics inspired by the cut and attitude of the jeans. The products were displayed on mannequins, paired with graphic elements and styled with bags filled with objects that represented each persona.
Noisy May has a disruptive, youthful, and unconventional identity, which became the foundation of the campaign. While researching the denim range, we discovered that each jean style was named after the head designer’s ex-girlfriends, a quirky and personal detail that became the starting point for the concept. This aligned well with Selfridges’ recent rebrand at the time, which leaned into playful, colourful, and expressive visuals.
