Selfridges reveals phase two of accessories hall, adds Corner Shop
Selfridges had unveiled the second phase of its giant accessories hall makeover saying it takes it “one step closer to opening the largest luxury accessories hall in the world”. Selfridges is also offering personalisation of customers’ purchases in-store and has added a quirky Corner Shop.
The hall now includes new stores for a raft of luxury labels including Christian Dior, Louis Vuitton, Prada and Fendi as well as the smaller labels that the retailer sells. It follows the phase 1 opening a year ago when new boutiques were opened for Gucci, Chanel, Céline, Balenciaga, Saint Laurent, Burberry, Chloé, Chrome Hearts, Loewe, and Mulberry.
The Vuitton store is a concept space that will change its look regularly with both it and the Dior space set to offer product exclusive to the store.
While the new phase hasn’t added to the overall space available for bags and other leathergoods, the company’s improvement works have allowed more light to flood into the accessories hall which officially opened on Wednesday.
The windows that open onto Duke Street and Oxford Street have been enlarged with the company aiming to blur the lines between the street and in-store.
That certainly makes sense given the plans to pedestrianise much of Oxford Street with the view from the end of next year set to no longer include bumper to bumper buses. Instead there will be a paved street with artworks along its length. And while Duke Street at present isn’t exactly an inspiring vista, it’s currently being refurbished.
The accessories hall makeover also includes an interesting idea with the launch of the Selfridges Corner Shop. This is based on the traditional British store that used to sit on the corner of many working class residential streets and has now been replaced with convenience stores. In Selfridges case, its interpretation of the concept is part cabinet of curiosities, part London souvenir shop. It features 450 products “from quirky hand-painted teapots to exclusively designed tea towels” and other UK-themed items ranging from the affordable to luxury level gifts. The starting price is £2 and the most expensive item is £7,000.
There are a number of exclusive such as a Selfridges-themed Monopoly set and those tea towels, which have been designed by labels including Mary Katrantzou, Erdem and Anya Hindmarch, retailing at a fairly reasonable £20.
Also created for the launch, is a unique collection of designer collaborations by "design greats", which includes leather bags and small accessories from Chloé, Burberry and Mulberry, intarsia knitwear by Thom Browne and acrylic clutches by Edie Parker. The mix of products goes beyond fashion and accessories to include foodstuffs, toiletries, stationery and more.
And the inclusion of the Corner Shop in the overall mix highlights just how Selfridges is aiming to mix up the product offer beyond the bags that dominate the main accessories area. Outside of the luxury label concessions, the space now has a more quirky, bazaar-like feel and is gift-focused offering items such as scented candles, fragrances, other small leather accessories and textile fashion accessories.
The company will complete its David Chipperfield-designed makeover, which is part of an overall £300 million spend, next spring with the finished area set to cover 60,000 sq ft.
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