NEW ERA X SELFRIDGES
2025
To celebrate the MLB Subway Series, New Era took over the Design Street Room at Selfridges with a bold, high-impact pop-up bringing New York’s fiercest baseball rivalry to London.
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New York Energy, London Drop
To celebrate the MLB Subway Series, New Era took over the Design Street Room at Selfridges with a bold, high-impact pop-up bringing New York’s fiercest baseball rivalry to London. We designed a destination that fused sports energy with streetwear edge, putting the Yankees vs Mets clash front and centre for a whole new audience.
Services
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Retail Activation
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Concept Design
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3D Design
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Development Design
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Client Service
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Project Management
From Concept to Culture in 6 Weeks
Create a culturally rich retail moment – fast.
The challenge was to turn a transient space into a compelling, shoppable brand world in under 6 weeks. The activation had to speak to baseball fans, fashion consumers and curious passers-by – with equal pull. It needed to feel local but rooted in the legacy of NYC. Everything had to flex: design, install, and disappear again within a month.
Project Value
From the tiled white walls and bold graphic signage to the orange-and-blue bench nodding to New York’s subway system, every detail was dialled in. Custom fixtures, clean sightlines and visual merchandising zones brought the story to life without clutter. Visitors explored, tried on, photographed, and shopped – with social content and retail performance exceeding expectations.
