Why Brick-and-mortar is Turning to Sensory Design: Jolie Unveils Selfridges Manchester Project

London, Manchester, and New York-based design studio Jolie is proud to unveil its first retail project, partnering with 4th & Reckless to deliver an elevated, permanent concession space within Selfridges Manchester.

Jolie’s roots are inseparable from Founder Franky Rousell’s own story. Born with profound hearing loss, she grew up learning to interpret the world differently-feeling vibrations through balloons, relying on lip reading, and undergoing a series of surgeries that, over time, restored her hearing. These early experiences shaped an acute awareness of the power of sound, vibration, and sensory connection-an ethos that underpins Jolie’s philosophy of design.

Founded in Manchester in 2016 by Pawan Khosla, 4th & Reckless creates fashion-forward, versatile pieces designed to move effortlessly from day to night. What began as a tailoring brand has evolved into a modern womenswear destination, offering considered collections across ready-to-wear, occasionwear, swimwear and athleisure. Designed with confidence and versatility in mind, each piece is created to become a lasting part of a woman’s wardrobe.

Known for its sensory-led, luxury interiors, Jolie has created a space that feels entirely its own. Marking a significant evolution for both brands, the design reimagines the traditional department store concession as an immersive boutique experience.

Jolie’s approach centres on guiding customers through a curated journey, with the spatial flow inspired by the rhythm of a day in the life of the 4th & Reckless customer. The journey begins with activewear, transitions to workwear, then ends at travel-ready attire and loungewear. The layout intuitively leads visitors through evolving moments and moods, creating a narrative-driven retail experience that encourages exploration and discovery.

A refined yet playful palette defines the space, where stainless steel and chrome detailing are softened by minty sage greens. Tiled surfaces and warm timber finishes offer a sense of permanency within the department store setting, and a bold feature wall anchors the space. This balance of materials creates a contemporary, elevated aesthetic while maintaining a sense of warmth and approachability.

In keeping with Jolie’s sensory-first philosophy, the design extends beyond the visual. While sound within a department store environment cannot be directly controlled, the studio has carefully introduced rugs and upholstered elements to absorb and soften ambient noise, creating a calmer and more considered atmosphere within the space.

Scent also plays a key role in shaping the experience. Essential oil fragrances are subtly diffused throughout the space, encouraging customers to slow down, linger, and engage more deeply with the environment. A large, integrated mirror within the retail floor invites customers to style pieces and take photos in the space itself, encouraging further interaction with the 4th & Reckless setting without the need to retreat to traditional fitting rooms.

Together, these elements create a retail environment that feels both intimate and immersive – blurring the lines between boutique and concession and redefining how customers engage with fashion within a department store setting.

Franky Rousell, Founder of Jolie, shares:

“For our first retail project, it was important to create a space that felt entirely transportive – somewhere that allows customers to step into the world of 4th & Reckless rather than simply shop it. Even within the constraints of a department store, we’ve used sensory design to shift how the space is experienced, encouraging people to pause, explore, and connect more meaningfully with the brand.”

Pawan Khosla, Founder of 4th & Reckless, adds:

“Partnering with Jolie has allowed us to bring the 4th & Reckless brand to life in a way that feels both elevated and accessible. We’re proud to have created an aspirational space that speaks to the 4th brand approach: pieces that can be mixed and matched across collections seamlessly. The space reflects how our customers live – fluidly moving between moments in their day – while creating a more engaging and personal retail experience.”

This project marks Jolie’s first step into the retail sector, building on its growing portfolio of hospitality and workplace environments.
Through its partnership with 4th & Reckless, the studio continues to champion a human-centred, experiential approach – demonstrating how thoughtful, sensory-led design can transform even the most conventional retail formats into memorable, engaging, luxury destinations.

Discover another Jolie Manchester Project Here.