ABOUT

At TonyG we thrive on bringing visionary ideas to life and Maria Nila, with its strong identity and bold creative direction, is a perfect fit. The brand’s commitment to sustainability, colour and playfulness was a rich platform to build on. The pop-up we made and installed for them at Selfridges wasn’t just a display, it was an immersive brand moment and we’re proud of how we helped bring their story to life in one of the UK’s most prestigious retail environments.

We knew we had to deliver something that stood out in Selfridges’ highly curated beauty hall. Building on the original Shampoo Factory concept we developed with Maria Nila at Liberty London, we reimagined the experience for a new audience who expect innovation, polish and authenticity. The result was a vibrant, distinctive space that combined Maria Nila’s eco-conscious values with the premium edge of Selfridges’ retail landscape.

A key element of the pop-up’s success was the custom-designed Plinko machine. More than a decorative feature, this interactive game drew people in and transformed a traditional product display into a dynamic brand experience. It sparked genuine excitement and engagement, reflecting Maria Nila’s personality and turning heads on the shop floor.

What sets this project apart is that it was delivered entirely in-house. Every step, from our initial conversation with the client, through concept development and material sourcing to build and installation, was managed by our internal team. This gave us the flexibility and precision needed to meet Selfridges’ technical requirements without compromising on the creativity. It also meant we could collaborate closely with Maria Nila throughout, ensuring the end result stayed true to their vision.

The client brief challenged us to take what worked at Liberty and evolve it, adapting the design for a Selfridges concession, enhancing the luxury feel, and refining the materials to meet strict operational standards. We took this as an opportunity to push the concept further. Through smart material choices and carefully considered finishes, we created a display that not only aligned with Selfridges’ expectations but elevated the brand’s retail presence.

The pop-up delivered Maria Nila’s brand message with clarity and creativity. Every element, from the playful design language to the sustainable materials, told a story about who they are and what they stand for. The space wasn’t just beautiful; it was purposeful, inviting customers to engage, discover, and connect with the brand in a truly memorable way.

This was a project built on trust, collaboration and a shared passion for doing things differently. It captured attention, delivered results, and reflected everything we believe a great POP display should be.