The best of Instagram shopping will come to life this month as Selfridges UK has partnered with Instagram to host a pop-up shop called “The Instagram Edit.” It will feature curated items from eight Instagram-first brands spanning fashion, beauty, homeware and jewelry.

Open from December 5-15, The Instagram Edit will take place at the Designer Studio on level three at Selfrdiges’ London flagship. Items sold at the pop-up, from brands like Frankie Shop, One DNA, Ammé London, Kim Shui, Atelier Stella and Tandem skincare, will also be available to buy on Selfridge’s Instagram page. Selfridges will also create a digital window display to highlight the pop-up.

The Instagram Edit makes Selfridges the first UK retailer to partner with Instagram to bring together physical and digital in an immersive retail setting.

With 90 percent of people following a brand or business on Instagram and the fact that 130 million Instagram users tap on shopping posts every month, it seems a natural retail match for Selfridges UK to capitalize on the digital shopping experience that Instagram has made so easy in recent years.

An emphasis on experiential marks Selfridges’ recent attempts to modernize its messaging. Earlier this month, the retail giant debuted a short film that highlights the company’s omnichannel advertising campaign via a narrative set in the year 3019 among a star-studded cast including Dior Homme creative director Kim Jones and musician Miguel. 

Selfridges also got yet another head start on holiday marketing this year when it opened its Christmas shop 149 days before Christmas, two days earlier than last year. The brand’s Christmas and home buyer, Eleanor Gregory, said that an early launch gives visitors from all over the world as well as domestic shoppers a chance to buy festive decorations and souvenirs on their London summer holidays. The early launch has resulted in year-on-year record sales according to Selfridges.