Iconic window displays installed as part of £20m Selfridges makeover

BIRMINGHAM department store Selfridges has stolen a march on its rivals by completing an important phase of its £20m refurbishment programme.

The department, easily distinguishable by its disc-embellished exterior, has been a city landmark for 11 years.

But with a new John Lewis about to open on its doorstep and Harvey Nichols undergoing expansion as part of the Mailbox makeover, the Bullring anchor has opted to reinforce its place at the head of the pecking order.

It has opted to import into Birmingham the famous window displays which are such a feature of its Oxford Street headquarters.

Originally installed in 1909 to encourage customers to visit the London store, the windows have become an integral part of Selfridges’ identity, providing a platform to showcase its most exciting exclusive product, themes and events.

The Bullring installations, which – unlike their London counterparts – will be visible from 360 degrees, are set to change the face of the store, with 3.5m tall and 8m wide curved glass displays located at the main entrances from the shopping mall.

Vicki Cain, general manager at Selfridges Birmingham, said: “The arrival of windows is a historic moment for us, as it presents a unique opportunity to captivate our customers before they even set foot in the store.

“The windows at Oxford Street have a worldwide reputation for using a powerful mix of design, fashion, art and architecture and turning them into pioneering displays. We certainly hope to capture that same magic in Birmingham. Setting the standard for the rest of the store, our windows will create a visually dramatic entrance, elevating the shopping experience from the get-go.”

Ab Rogers Design dreamt up the window designs as part of a brief to help Selfridges maximise the store’s presence and add a new aspect to the overall shopping experience.

Rogers, who is also head of interior design at The Royal College of Art, said: “We wanted to create a dramatic shop front announcing the entrance of Selfridges as a gateway to another world.

“The building is the icon of Birmingham, and we felt it deserved an equally stunning entrance. We’ve created a super-sized fishbowl, a 360 degree shop window that customers can walk around as their first experience of the store.

“Selfridges has always been famous for its incredible windows, which demonstrate the store’s creativity and show off its phenomenal merchandise. This is our 21st century version.”

The £20m refurbishment will see the store boast a revamped Beauty Hall and a new, dedicated Menswear space.

Click here to sign up to receive our new South West business news...
Close