A focal point of the exhaustive ground floor renovation of Selfridges’ Oxford Street flagship store. At over 4000SqFt this is the largest eyewear department in the world with over 2,200 styles presented.

Carefully designed terrazzo display walls with niches and horizontal shelves wrap around the perimeter. Five vibrantly coloured geometric feature walls are positioned in strategic locations. Their playful use of colour and unique display provide a visual interlude.

An additional central display is positioned along the main walkway. Cantilevered metallic shelves are lit top and bottom with the vertical faces being powder-coated electric blue. This display wall also doubles up as a pop-up location where a brand can be launched or showcased.

In contrast, warm tones of a rosewood bar with brass accents cantilever at a gravity defining. Counter height seating and inset displays cantilever at a gravity defining distance. Tablets are provided with photographic and recording capabilities that allow the customer to test an array of eyewear options without the obscurity of looking through a tinted lens.

Eyewear experts are on hand to advise on the best options available to the customer including a possible referral to one of the 3 opticians that inhabit the private treatment rooms resourced with the latest optical technology. Treatment rooms are lined in fabric ensuring a softer, quieter and more intimate environment.