There is an undeniable, childlike joy that radiates from the work of Swedish designer Gustaf Westman.
For anyone who has spent the last few years scrolling through a design-conscious social media feed, his undulating silhouettes and candy-coloured palette are instantly recognisable. They represent an era-defining shift away from the rigid, beige minimalism that dominated the late 2010s, replacing stark restraint with pure, unadulterated dopamine.
Now, Londoners can step directly into this whimsical world as Westman takes over The Corner Shop at Selfridges, transforming the retail space into an immersive, multi-room apartment that bridges Scandinavian playfulness with a distinct nod to British culture.
The pop-up is structured like a sequence of living spaces, including a vibrant kitchen and a sticker-adorned pink bedroom. Far from a sterile furniture showroom, it functions as a manifesto on modern living.
Westman’s central concept for the London takeover is accessibility; it explores how bold, expressive design can find a home anywhere, whether nestled inside a grand Notting Hill townhouse or brightening up a compact, shared urban flat. It is a celebration of objects that do not just fill a room, but actively converse with it.
To truly understand Westman’s aesthetic, one must look past the viral Instagram metrics and examine a fascinating blend of historical influences. Westman is a trained architect, and that structural discipline underpins every piece.
He frequently draws inspiration from the radical Italian design movements of the 1970s and 1980s, most notably the Memphis Group, which rejected traditional good taste in favour of bold geometry and rule-breaking colour combinations. However, Westman tempers this eccentricity with the clean functionality of early twentieth-century Modernism. He strips away superfluous details until only the core, essential shape remains, resulting in objects that feel both incredibly fresh and strangely familiar.
Furthermore, his creative process is heavily informed by the fast-paced fluidity of the fashion industry. Rather than getting bogged down in traditional furniture archives, Westman looks to contemporary fashion designers for inspiration on texture and colour theory.
This cross-pollination of disciplines is evident in his ability to treat furniture less like permanent fixtures and more like collectible, wearable art for the home. For the London exhibition, he has also incorporated a healthy dose of local wit, infusing classic British heritage and daily rituals into his signature pastel universe.
Launched in celebration of Gustaf’s Selfridges collaboration announcement, Westman’s limited-edition takes clear inspiration from British heritage, with his famous, undulating Blob silhouette gets a very British makeover. Upholstered in a heritage-inspired tartan, it perfectly bridges Scandinavian playfulness with classic London style.
Alongside this new colourway, Gustaf has also teased his ceramic fish and chips holder on Instagram. A perfect example of Westman’s signature humour. It elevates a greasy, casual British culinary staple into a sleek, pastel collectible art piece.
Image credit: Selfridges
