SELFRIDGES OPENS IN TIME FOR A MAGICAL INSTORE EXPERIENCE

Today, Selfridges has reopened its four UK stores in London, Birmingham and Manchester, warmly welcoming back customers seeking festive fun for a magical instore Christmas experience.

Four weeks after Selfridges launched its beautiful Christmas windows, the stores are fully decked out with dazzling Christmas gifts and festive displays as customers come back through the doors. From now until Christmas the stores will be filled with new product launches and collaborations, alongside magical experiences and events for customers to enjoy, including DJs, Selfridges elves and Santa himself. Today also marks the opening of the London store’s first ever outdoor Christmas Market – a unique open-air destination that aims to deliver a foodie paradise in partnership with Street Feast.

More than ever, this year, and with only three weeks to go, Selfridges has set out to give all visitors an inspiring and magical in-store experience that blends extraordinary solutions to help customers get ready for Christmas and extraordinary in-store entertainment (full details in the editor’s notes).

Christmas at Selfridges Overview

Visitors to Selfridges stores this season will get ‘Christmas wrapped up’ hassle-free, thanks to thousands of inspirational gifts across all departments along with several smart, timesaving services to speed shopping along including its renowned Elfridges gift advice service and a full calendar of Christmas events in store and online at Selfridges.com.

Of note, Selfridges London will be launching its first ever Christmas market, the ‘Christmas Market on the Mews’, an extraordinary outdoor Christmas Market showcasing London’s best street food traders with a line up curated in partnership with food market pioneer and founder of Street Feast, Dominic Cools-Lartigue.

More extraordinary entertainment is on offer in-store throughout the festive season until 24th December. A new-look Santa supported by his Elves and, new this year, they are joined by the Jester, all dressed exclusively by celebrated British brand 16Arlington. Santa and his troupe will entertain customers and their families with breakfast parties for the kids and soirees for the adults, with several instore opportunities on offer to meet the man in red and his top team. 

In another first, Selfridges London will launch its first ever gaming destination, bringing another new and extraordinary experience to its customers this Christmas. Exclusive to the store, Playhouse by Smartech in the Corner Shop will stream digital gaming into a high concept destination that will enthral players of all ages. The newness doesn’t stop there, Selfridges London will launch Fendi Café, an Insta-friendly coffee and cocktail destination; Prada Holiday, for exclusive gifting ideas; and Hive, Selfridges’ new permanent restaurant, a concept designed as an ode to honey. 

Meave Wall, Stores Director of Selfridges, said of the reopening: 

“We have been so pleased to see how customers have embraced gift shopping online with us however we are delighted to welcome our customers back to store for the Christmas rush. There is nothing quite like the festive fun and excitement of a visit to Selfridges, and we have pulled out all the stops to ensure everyone who comes through our doors will find what they are looking for and more, whilst being thoroughly entertained in the process.”