Celebrate Father’s Day with Selfridges’ thoughtfully curated edit of gifts and experiences. Whether they’re sharply dressed, enjoy cooking up a storm or have an eye for interiors, Selfridges has the perfect gift to say thank you. For the dads who are hard to buy for, or perhaps first-time dads in need of some R&R, customers can treat them to an extraordinary experience via Selfridges new Experience Concierge.


This summer, the House is showcasing the Dioriviera capsule in a pop-up boutique with a seaside
atmosphere at Selfridges London’s iconic rooftop restaurant, Alto by San Carlo.

Named Dior at Alto, the space celebrates the art of living dear to the House and is adorned
with toile de Jouy, an emblem revisited by Maria Grazia Chiuri in blue, chartreuse or raspberry
– Pop hues lifted from a radiant summer wardrobe designed by the Creative Director of Dior
women’s collections. The motif adorns chairs and placemats as well as the bar and delicate veils
on the pergola, an ode to la dolce vita. Punctuating the décor are objects by Dior Maison such as
cushions, parasols and deckchairs.

The menu features Italian specialties, Alto’s signature recipes – such as Truffle and Pecorino Ravioli
– as well as dishes selected by the House*, including some of Monsieur Dior’s favorites.
The cocktail list, renamed in tribute to the history of Dior, is made complete by elixirs created
exclusively for this unique spot, such as “J’Adior Selfridges” and “Lady Dior”.

A gourmet and refined interlude, Dior at Alto can be discovered from June 3rd to September 30th,
2021 by booking here.

*Guests can choose from Lobster Roll with Pachino Tomatoes, Beetroot Carpaccio served with rocket salad,
Parmesan cheese and pistachios, or Tagliolini with Sicilian Red Prawns and Caviar.


Selfridges theme for 2021 is Good Nature: a celebration of pleasure in nature, conceived with optimism for a future of restoration and growth.

This summer, Selfridges looks to make the world brighter and encourage reconnection with the great outdoors with a specially curated edit of extraordinary outdoor entertainment and homeware. From inflatable hot tubs and paddle boards to portable pizza ovens and planet-friendly picnic essentials, the Garden Centre edit has everything to enhance an outdoor lifestyle.






This May half term, Selfridges has curated an extraordinary line up of activities for children and families to enjoy, with exciting events taking place daily in the Toy Department and a one off special appearance from star of the moment Peter Rabbit. 

Half term activities include (Monday 31st May – Sunday 6th June):

Meet Peter Rabbit

Watch Peter Rabbit on the big screen and then meet the star in the person! Selfridges will continue to screen the long-awaited sequel Peter Rabbit 2: The Runway, at its in store cinema, located on the lower-ground floor. Following a special screening on the 1st of June, fans can head to the Toy Department to meet Peter Rabbit himself. Tickets for all screenings can be booked here. 

FAO Schwarz Soldier sing-a-long performance

See the FAO Schwarz Toy Soldiers come to life at their musical performance everyday at 3pm.

Remember the iconic scene from the movie Big? Get musical and have a go on FAO Schwarz’s giant walk-on piano in the toy department. Piano lessons run everyday 2-5pm, book a complimentary experience here

Braid Bar and Nail Art

Get creative and learn nail art from the pros or head to the new pop up from The Braid Bar for fun braided hairstyles and plaits.

Magic Trick Demos

Learn some magic from the talented Marvin’s Magic team who will be demoing tricks throughout half term.

Lego Exclusives

Be the first to see Lego’s new 2020 Ford Bronco R and 2019 GT ‘Gulf Heritage’ Edition car which launches exclusively at Selfridges, June 1st

Notes to Editors:

Selfridges Toy Department on 4

London, 400 Oxford St, London W1A 1AB

Monday – Saturday: 10am – 9pm

Sunday: 11am – 6pm

Health & Safety:

Customers waiting outside will be asked to maintain social distancing of 2 metres, as will customers and staff inside 

Hand sanitiser stations throughout the space and increased cleaning throughout the day, with deep cleaning each evening 

Protective screens at till points 

Customers will be encouraged to use contactless with mobile device payments, and an increased transaction limit of £45 


Following the viral success of Rudy’s Vegan Butcher, the UK’s first permanent vegan butcher which opened its doors in Islington last year, the team behind the cult plant-based brand are bringing their signature cruelty-free cuts to central London, with a new counter at Selfridges.

On a meat-free mission to provide unbeatable products to vegans and non-vegans alike, the brand-new butcher is now open seven days a week in Selfridges Foodhall. With both a butcher’s counter and a deli menu available, the slab is stocked with plant-based products, mind-blowing mock meats and vegan home cooking staples alongside a range of to-go hot and cold American diner favourites.

New products for Selfridges include charcuterie favourites such as meat-free Mortadella and Merguez, alongside cold cuts such as spiced pastrami and peppered salami, weighed and sliced at the counter. Whip-up a full English brekkie at home with baycon and black puddin’, while a selection of dirty burgers, soysage patties and rack of jack ‘ribs’ have you covered for a perfect summer spread for al fresco BBQs and gatherings.

Rudy’s at Selfridges will also be serving up a delicious deli menu, comprising signature American diner dishes with a vegan twist so shoppers can enjoy Rudy’s on-the-go, with dishes from £5.50. Signature dishes will include the unbelievable, oozing Mac & Cheeze and the legendary Rudy’s Ruben’z, a spectacular sandwich stacked high with plant-based pastrami, pickles, crispy onions and Russian dressing. Of course, they’ll also be keeping the menu fresh with never-seen-before items exclusive to Selfridges such as the Veatball sub and a seasonally changing plant-based pie of the day.

Rudy’s Vegan Butcher launch at Selfridges falls in line with Project Earth, the retailer’s on-going sustainability initiative which aims to increase its range of plant based options, as well as committing to providing a 100% organic meat offer across all of Selfridges Foodhalls and restaurants by 2025.

Notes to Editors:

Rudy’s Vegan Butcher

Selfridges Foodhall, 400 Oxford St, Marylebone, London W1A 1AB

206 Upper Street, London, N1 1RQ

Monday – Sunday: 10am – 9pm

About Rudy’s Vegan

Rudy’s Vegan Diner launched in 2018 in Camden Market as London’s first all-vegan diner, serving veganised versions of classic American junk food, pioneering a new style of vegan food and showing Londoners that vegan food can be dirty and delicious. After two successful years, Rudy’s launched DIY restaurant kits for nationwide delivery to allow customers to recreate their four most popular dishes at home. Going from strength to strength, the brand launched the UK’s first permanent vegan butcher on Islington’s Upper Street in November 2020 to much acclaim, selling a range of plant-based products in store and expanding their online shop with a wide range of mock-meats such as baycon, pastrami, burger patties and meatballs, all created from scratch. Rudy’s Vegan has developed a loyal following and looking to spread their sustainable, meat-free message across the UK.


Can reselling and repairing our clothes really help tackle fashion’s environmental footprint? How can we make nature more accessible to communities that don’t have access to green space? To mark Earth Day this year, Selfridges is hosting pioneering experts and inspiring voices in the field of sustainability to explore these compelling questions and help us pave the way to a brighter future.

The virtual events are free to join and take place as part of Selfridges’ theme for 2021, Good Nature: a celebration of pleasure in nature, conceived with optimism for a future of restoration and growth, offering visitors physical and digital experiences responding to the natural world. Selfridges imaginative approach to retail innovation is underpinned by its transformational five-year sustainability plan, Project Earth, which aims to change the way we shop.


Thursday 22 April, 6PM BST


  • Jeana Malhi – Youth Board Member, Friends of the Earth
  • Myra Rose Craig – British-Bangladeshi ornithologist, bird writer, naturalist, and campaigner for equal rights, Myra is the youngest person in the UK to receive an honorary Doctor of Science award. Myra is known as ‘Bird Girl UK’
  • Ellen Miles – A creative strategist and social innovator with a focus on the relationship between social and climate justice. Ellen is the founder of the campaign ‘Nature is a Human Right’.

Spending a mere two hours a week outside is scientifically proven to lower blood pressure, enhance the immune system and reduce anxiety. Yet, for many communities, nature and the countryside are inaccessible with many city-dwellers struggling to find greenery in their local areas. There have been accounts of racist hate crimes in ‘community’ green spaces while plus-size people have long felt excluded from outdoor activities such as hiking. In this panel discussion, we hear from the organisations drawing attention to these inequalities and the trailblazing activists campaigning to make nature open to all.


Friday 23 April, 6PM BST

Hosted by Elizabeth L Cline, Author


  • Lauren Bravo- London-based journalist and author of How to Break Up with Fast Fashion, 2020.
  • Shaunie Brett – Consultant in sustainable clothing consumption, Shaunie is currently offering free coaching to young women of colour who have recently founded a fashion business.

How can re-wearing, repairing and buying pre-loved fashion help the environment? Can this make a real difference in an industry that churns out vast quantities of cheap, mass-produced clothes every day? How can we make the pieces in our wardrobes last a lifetime? Join author and fast fashion specialist Elizabeth L Cline and expert voices in environmental fashion as they discuss the significance of reselling, reworking and repairing fashion items in today’s climate. This is a great way to discover the positive ways in which this simple practice can help the cause while also learning some helpful tips to get you started.


Saturday 24 April, 6PM BST

Hosted by Jenny Kleeman, Author and Journalist


  • Tyrone Scott – Young Greens Campaigns Officer Activist
  • Anita Okunde – Activist and UK Student Climate Network

With the anti-climate change movement growing by the day, how can we untangle this complex issue to inspire effective thought leadership for the future? And how can we communicate that this is the most pressing matter in the history of human civilisation without it being preachy and dull? We bring together a panel of experts who have each found creative and innovative ways to bring the climate change conversation to the forefront in what promises to be an inspiring and informative talk.


Selfridges launches a new gifting service offering unforgettable experiences across its London store; from floristry workshops to indulgent pampering sessions, children’s parties with out-of-hours access to the Toy Department and private screenings at The Cinema at Selfridges.  

As Selfridges prepares to reopen its stores and welcome customers back, it launches the Experience Concierge, offering customers a way to treat someone special (or themselves!) to Selfridges’ most extraordinary experiences, with a selection of specially curated packages.   

The destination, which launches on Selfridges.com this week and in Selfridges London store on Monday 12th April, offers 11 exclusive gift packages tailored to those seeking to make memories and reconnect as we emerge from a year like no other. 

Through Selfridges’ Experience Concierge, customers can give the gift of experience with an unrivalled choice of packages; from a year’s blow dry subscription for the beauty lover, to skateboarding lessons in the Selfridges Skate Bowl followed by ice cream and an unforgettable family dining experience at the Brasserie of Light.  

Rebecca Warburton, Director of Events & Customer Experiences, says: “Selfridges is more than a shop; we are a playground for experiences through our Cinema, Skate Bowl, restaurants, Beauty Hall, florists and toy department – to name but a few! We’ve brought together all of these extraordinary experiences as packages that can be given as gifts to make our customers’ worlds brighter.”  

Gifts start from £60 available now at Selfridges.com.   

Notes to Editors:

Health and Safety

For information on how Selfridges is looking after the health and wellbeing of teams and customers during this time, please visit the FAQs page. See more information on how Selfridges is making shopping safe and seamless here.

Experience Concierge packages

The afternoon (beau)tea experience

Gift them an afternoon to remember with a one-to-one make-up bag makeover with Selfridges’ Beauty Concierge experts, before enjoying a delicious cheese and honey pairing afternoon tea at Hive restaurant.

The Gentlemen Session

Surprise them with a sophisticated day at Selfridges London. First, a traditional hot shave by the team at Acqua Di Parma Barbiere, followed-up by a red wine flight tasting and tapas board at Harry Gordon’s Bar.

The Glow-Up

Gift them an expert one-to-one make-up session, followed by a luxurious manicure at Nails Inc and blow-dry and style at Daniel Galvin.

The Skater Special

Treat them to the coolest one-to-one skate lesson from our skateboarders in the Selfridges Skate Bowl, followed by treats at the KITH ice cream and cereal bar. Then, head to The Brasserie of Light for a seriously tasty family dinner.

The Moyses Stevens floristry workshop

Discover the art of flower arranging with a brilliant floristry workshop with the experts at Moyses Stevens in-store at Selfridges London, or online via Zoom.

The Cinema at Selfridges membership

A brilliant gift for any film buff. A year-long membership to The Cinema at Selfridges includes four complimentary tickets, exclusive access to preview screenings, invitations to insider-only members events – from cocktail masterclasses to inspiring industry talks – and much more.

The Ultimate Selfridges London experience

Discover the very best of Selfridges London with a blow-dry and manicure at Daniel Galvin, and a delicious three-course meal at The Brasserie of Light.

Hershesons Blow Dry Bar subscription

Blow them away with a year-long subscription to the Hershesons Blow Dry Bar at Selfridges London, where they can pop in for a 30 minute blow-dry free-of-charge every month for an entire year.

The pull-out-all-the-stops celebration

Treat them to a seriously unforgettable day with a personalised make-up session or traditional hot shave, a luxurious blow-dry and style and an amazing meal at The Brasserie of Light. Then, the cherry on top: a private viewing of a film of their choice in our glamorous VIP screening room at The Cinema at Selfridges.

Movie night at The Cinema at Selfridges

The perfect gift for every film-lover: make their day by booking in a private screening night at The Cinema at Selfridges. Choose the film (from our huge list of available options: modern, classic, and everything in between), then settle in and enjoy with a bottle of Champagne, snacks and nibbles.

FAO Schwartz: Out of hours

The toy shop is all yours! Enjoy a magical after-hours FAO Schwarz experience where you’ll meet our giant piano-playing Music Maestros, experiment with out Mad Scientist, learn magic tricks with the FAO magicians, and receive a special gift from Selfridges.


Selfridges will launch daily SoulCycle Outside classes on Edward Mews when the Oxford Street store reopens on 12th April.

On Monday 12th April, Selfridges London will welcome visitors back to store and open with a special outdoor SoulCycle studio on Edwards Mews.

Selfridges and SoulCycle are teaming up to bring SoulCycle’s signature 45-minute indoor cycling class outside daily for those who have missed the thrill of exercising in a group with an instructor at the helm. SoulCycle Outside gives fitness enthusiasts the chance to get outside, socialise and ride in a safe environment with bikes spaced 6 feet apart. SoulCycle Outside London at Selfridges is SoulCycle’s first outdoor studio in the U.K. and is a first for Selfridges’ outdoor experiential location, Edwards Mews, which last year saw the launch of a hugely popular Christmas Market.

SoulCycle, the leading lifestyle brand that redefines health and wellness through unique mind-body-soul experiences, kicked off the SoulCycle Outside programme in the U.S. last July and is continuing to expand across the country with over 20 upcoming locations slated to open in the next few weeks.

This year, through its Good Nature theme, Selfridges is committed to brightening the world with positive ideas. The launch of SoulCycle Outside London adds to Selfridges’ roster of in store experiences including its rooftop restaurant, alto by San Carlo which will also reopen on 12th April for walk-in reservations.

“We’re thrilled to be partnering with Selfridges for the opening of our first SoulCycle Outside studio in the UK,” said Evelyn Webster, CEO of SoulCycle. “We’ve expanded our SoulCycle Outside programme in the U.S. and have seen great success, so we’re looking forward to welcoming our London riders back in a safe and comfortable outdoor environment. We know our riders are eager to get back to SoulCycle to ride with us and reconnect with their community.”

SoulCycle Outside London at Selfridges will be open 12th April – 4th July 2021. Daily classes will be available to book a week in advance at Soul-cycle.com. For more information on things to do and see at Selfridges this spring visit Selfridges.com.

Notes to Editors:

Health & Safety

SoulCycle and Selfridges are committed to the highest standard of safety. For information on safety measures please visit The SoulCycle Standard of fitness and safety

For information on how Selfridges is looking after the health and wellbeing of teams and customers during this time, please visit the FAQs page. See more information on how Selfridges is making shopping safe and seamless here.


SoulCycle will be offering an exclusive opening promotion of 20% off a 5 pack of classes using code LONDON20. This offer will be available 12th April – 3rd May 2021.

Good Nature

Just ahead of the reopening, Selfridges launched a theme for 2021, Good Nature. Good Nature is a celebration of pleasure in nature, conceived with optimism for a future of restoration and growth, offering visitors physical and digital experiences responding to the natural world. Throughout the year, Selfridges will consider the intersection of nature and culture, through product, destinations and experiences, to be enjoyed within its stores and outside of them. From greenhouses to garden gnomes, green spaces in unexpected places, pre-loved outdoor kit to earth-friendly-only materials, a Selfridges-curated garden centre or picnic baskets for every (outdoor) occasion, all to look forward to.


SoulCycle is the leading lifestyle brand that redefines health and wellness through unique mind-body-soul experiences. It was founded on a few simple ideas: that fitness could be a physical, musical and inspirational experience, and one that you look forward to. With transformative class offerings, strong community, talented instructors and unparalleled hospitality, SoulCycle serves an important purpose: move people to move the world.

SoulCycle transformed boutique fitness with the launch of its signature indoor cycling class in New York City in 2006, and has since continued to innovate and grow for its community. There are currently over 85 studios across the U.S. and internationally in Canada and England.