BIBBI transforms Selfridges atrium for exclusive ‘Year 2059’ fragrance launch

Parisian fragrance brand BIBBI has launched an immersive takeover at the Selfridges Atrium in London to celebrate its latest fragrance, Year 2059, created exclusively for the retailer.

The installation coincides with activations in Selfridges Manchester and Birmingham, reflecting the brand’s growing focus on the UK - its fastest-expanding international market.

Since its founding, BIBBI has gained recognition for its creative storytelling, modern approach to perfumery, and signature blue aesthetic.

Popular scents such as Ghost of Tom, Boy of June, and Swimming Pool have cultivated a dedicated following and paved the way for the brand’s flagship counter at Liberty’s Fragrance Lounge.

After debuting at Liberty in late 2023, BIBBI expanded into Selfridges in July 2025. The brand’s latest launch, Year 2059, is a composition of ripe red fruits and warm musks, designed to "hint at what’s to come and invite you to imagine a better world".

The Selfridges collaboration strengthens BIBBI’s footprint across the UK, enhancing visibility among fragrance enthusiasts in major cities.

Stina ‘Bibbi’ Seger, founder of BIBBI, said: "The response from our UK customers has been incredible since day one. With BIBBI I wanted to do something different, to build a visual and olfactive world that was confident, artistic, and deeply personal. Our commitment to telling meaningful stories through scent, and doing it in a way that looks and feels new, has helped us stand out.

"For me, expanding our presence in Selfridges is more than a retail moment, it’s a creative milestone. Our goal is clear: to build awareness, grow brand love, and establish BIBBI as a global cult favourite."

The brand’s continued expansion follows its 2024 investment round led by Fable and JamJar, supporting its international growth strategy.

With the UK now established as BIBBI’s leading global market, the company is preparing for the next stage of its international rollout.