Stella McCartney Launches A Fragrance To Satisfy Aesthetes & Nerds Alike

The UK department store we wish would come to the good ol' US of A, Selfridges, is playing host to what has got to be the most complicated perfume launch ever. Teaming up with Stella McCartney, our friends over at Gin Lane Media are helping to introduce her latest fragrance, L.I.L.Y., with a truly 360º campaign that is sure to make anyone's jaw drop, from total tech nerds to sartorial super-fans.

The windows at Selfridges' on Oxford Street will (starting today!) display an innovative public art installation that features video content by Margosia Bella and Dan Tobin Smith, with distinctive interactive features that allow passersby to not only enjoy the installation but also engage with it and alter the display. As if that wasn't cool enough, UKers get to play along with an L.I.L.Y. iPhone and Android app that allows users to create collages and upload them to a collage gallery (we Americans get our own app this October. These creations are uniquely formatted to be easily sent to email, Facebook, Twitter, and (our fave) Instagram so sharing with friends is a snap.

Peep some pics below that Gin Lane president, Emmett Shine, shared with us from London. If you are in the UK, make sure to get down to Selfridges to see it for yourself — the display will be up 'til February 15. We're crossing our fingers that this project comes to NYC in the future, but until then, you'll find us on our phones collaging away!