Selfridges & Co has unveiled the first phase of its newly expanded accessories hall at its London flagship on Oxford Street. Set to be completed by 2018, the redevelopment will see the space triple in size to house more than 7,000 different accessories. The new opening focuses on designer handbags, jewellery, tech accessories and personalised pieces.
Ten prestigious brands occupy concept boutiques within the single-space area, which was created in collaboration with David Chipperfield Architects, the masterminds behind the entire metamorphosis. Balenciaga, Burberry, Chanel, Celine, Chloe, Chrome Hearts, Gucci, Loewe, Mulberry and Saint Laurent each take up residence in spaces designed to integrate seamlessly with the wider space while still reflecting the unique aesthetic of each brand.
A serene and spacious interior creates a fluid environment and intuitive shopping experience, with every element – from the architecture and lighting to the placement and positioning of products – all carefully considered.
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At the heart of the hall is The Fount, a 14-seater circular bar where customers can relax while contemplating their purchase. Created in collaboration with mixologist Ryan Chetiyawardana, aka Mr Lyan, The Fount serves a selection of cocktails, natural wines, tisanes and water infusions, all centred around a theme of purity.
The expansion is the stage one of a plan that will transform the eastern wing of the store into the largest luxury accessories space in the world. As part of the £300m project, the store's Duke Street facade will also be renovated, with an eye-catching triple-height entrance designed to welcome shoppers arriving via the forthcoming Bond Street Crossrail station.
Selfridges & Co, 400 Oxford Street, London W1A 1AB; selfridges.com
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