Unveiled yesterday morning was a deific effigy of Rick Owens’ torso rising out Selfridges’ façade. Really.

The colossal 25-foot statue marks the opening of The World of Rick Owens, a collaboration between Selfridges and the US designer, marking twenty years since the inception of his eponymous label.

It all stems from Selfridges’ FW14 fashion project The Masters, an homage to the world’s most influential designers. Also featuring the likes of Marc Jacobs and Dries Van Noten, each designer will be given a chance to curate their own installation in conjunction with the store.

The oversized sculpture ties in with Owens’ penchant for self-representation at ground retail level – via the presence of waxwork clones in various incarnations at his flagship stores. In London there’s a macabre severed replica of Owens’ head on a plinth, a Godzilla inspired monster morphing figure stands tall in Korea, and Paris has its very own life-sized urinating Owens, with a modesty-covering cloak to spare blushes.

Operating within theatrics comes naturally to Owens, who regularly attacks the senses in the best way. You won’t find banality where his name is mentioned (flash back to his dramatic SS14 Winny Puhh-soundtracked metal stomp). The experience here is truly immersive; LED screens show Ryoji Ikeda’s test pattern audiovisual installation, converting audio signal patterns into flickering barcode imagery, convulsing to the soundtrack in hypnotic tandem.

The store is framed by a conceptual series of windows, one featuring an impossible staircase engulfed in fog and a further three inspired by Richard Strauss’ operatic adaptation of Oscar Wilde’s Salomé, a rotating silver-leaved moon; a waterfall of glossy black liquid pouring from Owens’ long-time fit model Terry-Ann’s mouth; and an image of model Edouard behind a silver plate, symbolising Salomé’s request for his head on a silver platter.

The biggest (quite literally) single designer project Selfridges has ever initiated, this one’s worth a visit. Grab a pen and swap your scraggy back-of-a-receipt shopping list for a bulky A4 pad – you’re going to need it. The extensive collaboration offers dedicated menswear and womenswear destinations which house an exclusive Rick Owens 20-piece capsule collection featuring feather weight t-shirts, crew neck sweats, boxers, tunics, bandanas, do-rags and Adidas by Rick Owens – with a sprawling price spectrum ranging from £30 tote bags to £1775 leather jackets.

Furniture and home collections are also on sale, alongside LPs by the likes of Iggy Pop, David Bowie and Klaus Nomi; films such as Elektra by Richard Strauss and books including Apes of God by Windham Lewis and Jayne County’s autobiography, Man Enough to be a Woman, all available with the Rick Owens stamp of approval.

Selfridges, 400 Oxford Street, London W1A 1AB