The project comprised two fundamental components, rolled out in several phases: a new entrance building at the centre of Selfridges’ Duke Street façade, replacing a loading bay; and the creation of a new accessories hall spanning the entire east wing of the department store. Together, these components create a more coherent identity for the multi-brand store, improving its urban presence, clarity in circulation and reintroducing the glamour and grandeur of the original building.

By stitching together the retail spaces of two existing buildings, the new entrance volume creates a continuous ground floor space for the new accessories hall. This new hall is defined by a hierarchy of architectural elements that operate across the site, reasserting the presence of the building as a singular department store rather than a shopping mall. The primary elements of the space – floors, ceiling and supporting columns – retain their independence from retail display. The secondary elements include free-standing glazed screens and partition walls, which frame individual brand-run concessions within the larger space and delineate clear walkways, and a series of custom-designed light fittings and display furniture. A rigorous set of guidelines for each brand’s fit-out ensures they remain in harmony with the overall concept.