Selfridges transforms façade of iconic Birmingham store – with monumental public art commission by Osman Yousefzada

Today (Monday 26 July), Selfridges has officially unveiled a new monumental public art commission by multi-disciplinary artist Osman Yousefzada at its Birmingham store. The iconic building, famous for its bulbous blue shape and large silver disks is now covered by the world’s largest canvas showcasing Osman Yousefzada’s black and pink patterned design.

This new art installation, co-commissioned with Ikon, Birmingham, entitled Infinity Pattern 1, is dramatically changing the Birmingham skyline as it stretches over 10,000 sq. meters (nearly 50 meters in height and 250 metres in length and weighing 5 tons).

A radical new landmark for the city, Infinity Pattern 1 addresses the issues of race, labour and migration, which have shaped Birmingham’s past and present, but also carries a deep sense of optimism, connectivity and hope. For Osman, who is Birmingham-born, and the son of Pakistani-Afghan migrants, the work contains some autobiographical elements, but at its core it stages the concept of a world without borders, whether physical or imaginary, represented by the endlessly tessellating pattern. This major public artwork – part of Selfridges long-established commitment to supporting creativity in the cities its stores call home – will remain in its completed state until the end of the year. It will be dismantled progressively next year whilst major renovation work to the store, started last winter, come to an end just ahead of the Commonwealth Games. Osman’s installation was chosen following an international competition led by Ikon, Birmingham, the highly esteemed art gallery.

The commission is complemented by an in-store art exhibition, shop and art trail (also opening on 26th July) all co-designed and co-curated with Ikon, as part of an ongoing creative relationship between the gallery and the store. The art exhibition and trail will expand the conversation around some of the topics raised by Infinity Pattern 1, through further new works by Osman, as well as pieces by Birmingham artists Hira Butt, Farwa Moledina and Maryam Wahid, to discover within Selfridges Birmingham store.

Osman’s additional output was developed through a recent residency at Birmingham’s School of Art in Fine Art Printmaking and Sculpture. The new pieces are anchored by a series of mixed-media works on paper, challenge  the stereotypes of ‘The Model Migrant’ and the perception of the role of Brown Bodies in the Western world.

The exhibition shop showcases an exclusive collection including tote bags, blankets and vegan leather accessories all featuring the distinctive Infinity Pattern 1 design, alongside a curated selection of products celebrating the city of Birmingham.

Osman Yousefzada said: “The work is entrenched in autoethnographic elements of migration, community formation and how they happen, interact and settle. The work reflects my personal story and more widely my ethnic history and some of the symbolisms inherent to my culture.”

Selfridges Creative Director, Hannah Emslie said: “Selfridges is celebrating the communities of Birmingham through a unique art commission that represents both optimism and transformation. This new work by Osman Yousefzada is uplifting but also meaningful and deeply connected to the fabric and culture of the city. By changing the skyline – at a time when the city itself is changing – we hope to make the world brighter through creative expression, and the people of Birmingham even prouder of their iconic city.”

Jonathan Watkins, Ikon Director said: “After leading the search for an artist to work with Selfridges it’s exciting to see the transformation of Birmingham’s skyline thanks to Osman Yousefzada’s “Infinity Pattern” enveloping this iconic building with extraordinary visual impact. The work smartly conveys his ongoing preoccupation with the nature of cultural identity, a basic human need for belonging and the experience of migration, and these themes will be developed further through an exciting programme of events taking place instore as part of Ikon’s Migrant Festival in August. It couldn’t be more right for this city.”

For further information please visit selfridges.com/osman

ENDS

Editor’s Notes

Further notes on Infinity Pattern 1

The concept of Infinity Pattern 1 sprung from ‘Her Dreams Are Bigger’, a film Osman made in 2019, in which Bangladeshi garment makers imagine the lives of the women wearing the clothes they make. In the film, one of the garment makers says: “Everyone holds dreams they can afford (…) I have very little money, so my dreams are small”.

Osman Yousefzada said: “The structural infinity built within the design of this installation is a direct and contrasting response to the garment factory worker’s statement of the limitation within their life’s horizon. Instead I’m proposing this antidote that conjures up an endless connectivity, new possibilities, countless new journeys.”

Osman Yousefzada

Osman Yousefzada is London-based, Birmingham-born multidisciplinary artist, whose practice has expanded since launching his eponymous label in 2008 revolving around modes of storytelling, merging autobiography with fiction and ritual. His work is concerned with the representation and rupture of the migrational experience and makes reference to socio-political issues of today. These themes are explored through moving image, installations, text works, sculpture, and garment making along with performance.

Ikon

Ikon is an internationally acclaimed art gallery situated in central Birmingham. Housed in a magnificent Victorian school building, it is an educational charity and works to encourage public engagement with contemporary art through exhibiting new work in a context of debate and participation. It offers free entry to all. Ikon was commissioned by Selfridges to launch an international competition to find the artist who would design the artwork to cover the Birmingham store. Ikon also presented Osman’s first solo exhibition, Being Somewhere Else, in 2018.

Selfridges and the arts

Selfridges has had a long-standing commitment to supporting the arts since its first store opened in 1909 to the most creative window scheme London had ever seen – an homage to works by French painters Fragonard and Watteau. In the past 15 years alone, Selfridges has given its patronage to an ever-increasing number of initiatives focusing on emerging artists in particular; and supporting and engaging with the creative communities in the cities its stores call home in London, Birmingham and Manchester. Selfridges has on-going relationships with IKON, The Yorkshire Sculpture Park, Frieze, The Whitworth, Manchester International Festival and Bold Tendencies. It has commissioned site-specific work to or has exhibited work by artists as diverse as Yayoi Kusama, Fernando Botero, Tracey Emin, Marc Quinn, Sam Taylor Wood, Spencer Tunick, Banksy, Brian Eno, Conrad Shawcross, David LaChapelle and Joana Vasconcelos, Matthew Darbyshire, Yinka Ilori, Jonathan Scofield among many others.

Selfridges Birmingham Renovation

Selfridges in Birmingham’s Bullring is undergoing major renovation work expected to last until summer 2022 whilst the store remains open throughout and trade as normal. The renovation work is being carried out by Hammerson, who owns and manages Bullring & Grand Central and will see the 15,000 silver disks removed and stored, while the building’s facade is replaced alongside installing a new layer of insulation. Once this has taken place, the building will be re-painted in the original eye-catching Yves Klein Blue before the disks are re-attached. The building’s design was created by architects Future Systems and was ground-breaking. Since its original construction, there have been major advances both in construction and building standards as well as insulation. The renovation works and insulation upgrade will deliver a 50% improvement in U-Values (the rate of transfer of heat through a building), making the building more energy efficient to run whilst improving its carbon footprint. This is consistent with Hammerson’s Net Positive strategy.

Cloudy Bay Haven at Selfridges London

As of Monday 21st June, Cloudy Bay is recreating their majestic home of New Zealand at
Selfridges London. Taking over the bar on the ground floor, guests will be transported to
Marlborough, New Zealand, the home of Cloudy Bay, through an immersive and luxurious
installation.


The Cloudy Bay haven at Selfridges is more than just a bar, it emulates the bay in New Zealand –
showcasing its special, awe inspiring, untouched beauty and now Londoners will have the
opportunity to experience this unique place without needing to cross the Pacific Ocean.
A haven is wherever we find a sense of home; anywhere in the world. It is where we find kindness,
company and comfort. Where we can take a moment to relish a simple luxury. And conscientious
wine lovers can now take that opportunity in London at Cloudy Bay’s Selfridges bar. Cloudy Bay
produce wine to be shared and enjoyed amongst friends – capturing special moments to cherish
for years to come.


The bar itself is designed with nature in mind. Guests will enter through an opening in the Cloudy
Bay tent. Earthy tones and sensorial textures will transport you to New Zealand as you approach
the beautiful wooden bar. There are Covid-19 safe social distancing measures in place but they
won’t feel cumbersome or invasive. Charming lanterns and outdoor lights will guide the way and
guests may find themselves lucky enough to be seated in the snug. This is a haven within a haven;
an elegant and rustic corner sofa within the safe confines of the illustrious tent. Having visited you
will feel well versed in the values and sensibilities of Cloudy Bay.


The Cloudy Bay haven bar will be at Selfridges until the start of October. Here you can indulge in
the prestigious and beloved Cloudy Bay Sauvignon Blanc (2020) as well as their 2019 Pinot Noir,
2019 Chardonnay, 2016 Te Koko and 2017 Te Wahi. The menu also boasts exquisite bar snacks
such as picked white crab meat, world famous Black label jamón ibérico de Monatanera or a vegan
friendly summer salad.

Beyond the family of Cloudy Bay wines there is a range of Champagnes on offer such as Veuve
Clicquot, Ruinart and Dom Pérignon. Cloudy Bay cocktails and soft drinks are also served at the
bar.

The demonstration of Cloudy Bay’s haven is an invitation to consider your own. We invite you to
create a personalised map in-store to showcase exactly where your haven is or as a memorable
gift for a loved one. The map can be purchased with a bottle of Cloudy Bay both in-store and online.
We trust you will delight in the taste of this haven Cloudy Bay is lucky enough to call home. Let’s
raise a glass in honour of havens, whatever and wherever they may be – cheers, from our haven
to yours.


Opening times:
11:30 – 21:00 (Monday to Saturday)
11:30 – 18:30 (Sunday)
Reservation not required, walk-ins welcome
Menu (by glass and bottle):
Cloudy Bay Sauvignon Blanc 2020
Cloudy Bay Pinot Noir 2019
Cloudy Bay Chardonnay 2019
Cloudy Bay Te Koko 2016
Cloudy Bay Te Wahi 2017
Cloudy Bay Pelorus Brut NV
Cloudy Bay Pelorus Rose NV
Champagnes, cocktails, soft drinks and bar nibbles are also available.
Please enjoy responsibly.


About Cloudy Bay:
Cloudy Bay was established in 1985 by David Hohnen, a pioneer and visionary, who was
convinced of New Zealand wines’ great potential. The winery was among the first five to be
established in Marlborough, the country’s finest wine region, and is now highly regarded for the
superlative quality and consistency of its wines. Thirty years later, Cloudy Bay remains New
Zealand’s most recognized winery. Sauvignon Blanc is the Estate’s flagship grape variety.
Cloudy Bay also produces a Chardonnay, a Pinot Noir and a sparkling wine, Pelorus.


About Selfridges:
Thought-provoking, unconventional and fearlessly creative, Selfridges has always sought to do
things a little differently. More than a shop, Selfridges is a social centre with sustainability at its
heart, powered by imagination, curiosity and creativity. The only store to be named the Best
Department Store in the World four times, Selfridges offers a shopping experience that promises
to surprise, amaze and amuse its customers by delivering extraordinary experiences. The launch
of Project Earth in 2020 marked a new chapter in Selfridges’ history – the start of a challenging
yet vital journey to change the way we shop by 2025. The initiative builds on the industry-leading
steps Selfridges has taken over the last 10 years to place sustainability at the heart of the
business. Selfridges is committed to transforming the way we shop physically and digitally. From
its in-house Cinema, restaurants and bars, skate bowl and extraordinary events calendar, to
celebra ting new and upcoming artists and designers, Selfridges has always been more than the
sum of its products.

THE SELFRIDGES GARDEN CENTRE

21 June, Selfridges London Accessories Hall and the store exterior on Duke and Orchard Streets have been transformed into a Garden Centre, a playful and sensory response to a boom in outdoor appreciation, as part of Good Nature, Selfridges’ creative theme for 2021.  

The Garden Centre sells gardening tools, seeds, indoor and outdoor plants and pots, Selfridges own label compost. It also sells a curation of fashion, lifestyle and beauty products, as well as an exclusive collection from Prada, an exclusive Shakedown Garden merch from The Grateful Dead and a bespoke Selfridges merchandise featuring puns such as Herb Your Enthusiasm or Horti-Couture, for gardening and fashion enthusiasts alike.    

The Garden Centre is a social space celebrating the pleasure of growing and green power, and the sense of well-being nature gives. Within the Garden Centre, The Potting Shed is a destination for events and advice, with a resident gardener (plus a virtual “dial-a-gardener” service)  and a program of workshops, experiences and happenings which explore the pleasure and positivity that gardening brings, while promoting practical skills and sustainable methods, across every store (with Green House concepts in Selfridges Manchester and Birmingham) and on Selfridges.com. Selfridges will also “green up” Oxford Street, with a grow bag installation in front of the store’s historic canopy entrance.  

“A garden centre is evocative but familiar, and has provided rich inspiration for our teams, literally and creatively. We know our customers are more interested in gardening and greening than they have ever been – and so we are playing with the idea by bringing the essentials of a typical garden centre to our stores. We will be retailing plants, compost and garden gnomes alongside special and unexpected Selfridges products with a sense fun and imagination, as we continue to explore pleasure in nature this year.” Explains Selfridges Creative Director, Hannah Emslie

www.selfridges.com/thegardencentre 

Notes to Editors:

Product

Grateful Dead Shakedown Garden

Taking inspiration from the band’s tenth studio album ‘Shakedown Street’ and the recent rise in the popularity of gardening amongst consumers, the playfully named ‘Shakedown Garden’ collection gives the classic Grateful Dead aesthetic of tie-dye, skulls, bears and roses a botanical spin. Drawing upon designs from Grateful Dead’s classic imagery archive, and communicating the importance of sustainability to the band, the 16-piece range features apparel that uses organic blanks and vegan inks for any print work, debuting new artwork and exclusive designs for both dedicated Dead Heads and those after their latest fashion fix.

Events 

Potting Shed (London) & Green House (Manchester and Birmingham)  

Headline Events Programme: 25 June – 11 July 

In line with the Garden Centre attraction we will create a host of activities to inspire and engage new and existing gardeners. A dedicated program of events, experiences and happenings across stores and online will celebrate Mother Nature and the pleasure that gardening brings. Key themes include practical skills and advice, wellbeing, sustainable garden methods and access to gardening for all.

A headline program will be hosted within the Oxford Street pop up Potting Shed and expanded to a wider customer base through virtual events. The Birmingham and Manchester stores will host a Garden Centre Green House pop up and the Manchester stores will host supplementary community garden projects. 

Events include: •Dial-a-gardener – Selfridges resident gardener, Angela Maynard, will host virtual 1-2-1 sessions from her garden to yours. Show and tell your indoor or outdoor plant problems, ask for help or advice and pick up some green fingered tips •Garden Guests – Angela Maynard’s friends will visit the potting shed for special workshops and events •Garden for Good – Hear from ecological grower and activist Poppy Okotcha as she discusses how we can make gardening and land more accessible to all •Shed takeover and 1-2-1 workshops – Visit the Potting Shed for nature themed workshops exploring mindful garden designs, creating your own botanical beauty products, growing your own herbs and terrarium workshops

​ 

Good Nature 

Good Nature is Selfridges creative theme for 2021. Throughout the year, Selfridges will be inspired by nature; making the world brighter through the creative exploration of pleasure. Good Nature is a celebration of the pleasure in nature, offering visitors physical and digital experiences responding to the natural world. Good Nature initiatives include the Pleasure Series Podcast; The Resellfridges pre-loved Outdoor Edit and opening in June, the Selfridges Garden Centre. Good Nature will present seasonal events and experiences throughout the year and Selfridges’ distinct visual identity – including its world-famous windows – will be an ode to pleasure in nature, changing with the seasons.  

SELFRIDGES LAUNCHES SELFRIDGES RENTAL

Last year, as part of Project Earth, Selfridges invited you to join the rental revolution. On May 7th we launch Selfridges Rental on Selfridges.com. Curated by Selfridges buying team from the best new season womenswear, menswear and accessories, pieces are available to rent for 4, 8, 10 and 20-day periods.

The Selfridges Rental edits are comprised of a wide selection of brands from well known names, to cult contemporary icons giving more of our customers the opportunity to experience the very best Selfridges has to offer. “For Selfridges Rental, the goal is to create an edit of the most desirable items to fit today’s ever-evolving lifestyle,” says Head of Womenswear Buying Jeannie Lee.

Through Selfridges Rental customers will be able to have a more flexible shopping experience, the service gives customers the opportunity to get their hands on that standout piece, without being hindered by budget, or even try product with their current wardrobe before making the final purchase decision. Furthermore, by choosing to rent rather than buy new-season, customers can still test out a different kind of style without creating any waste when they want to move on.

To celebrate the launch of Selfridges Rental, Selfridges have tapped an exciting roster of talent including Lara Stone, Bimini Bon-Boulash, and Raven Smith to show off the best of the edit.

“Rental offers me exciting interventions that up the ante on an everyday ensemble. There’s no time to get bored of a garment because back it goes like a library book. Renting feels better for everyone.” – Writer Raven Smith

Selfridges Rental launches on Selfridges.com on May 7th, prices start from £20 for a 4-day rental.

Notes to Editors:

Project Earth 

Project Earth is Selfridges transformational sustainability initiative, aiming to change the way we shop and the way it does business by 2025. The initiative builds on the industry leading steps Selfridges has taken over the last 10 years to place sustainability at the heart of the business. Selfridges aims to help customers change the way they shop in three ways: by addressing the materials used in products, exploring circular retail models and experiences such as repair and resell, and engaging with teams, partners and customers to inspire a shift in mindsets. Underpinning Project Earth is a broader commitment to Science Based Targets and to achieve Net-zero carbon by 2050, in line with the Paris Agreement. 

SELFRIDGES SAYS, I DO

[11 May 2021] London. This summer, Selfridges is launching a one-of-a-kind wedding experience for couples looking for a non-traditional ceremony in an iconic location. 

Selfridges is a social space, a place for friends, where everyone is welcome. ​

In 2021 more than ever, Selfridges is committed to making the world brighter. ​With this sense of optimism, Selfridges teams have been thinking about how to bring friends together again, offering new ways to celebrate the special experiences everyone has been missing.

This summer, Selfridges will offer a wedding experience for couples looking for a non-traditional ceremony in a venue like no other. 

Over the last year, restrictions around ceremonies and receptions have halted or postponed over 150,000 couples’ plans – that’s over 60% of the number of weddings scheduled to happen in 2020 [1]. Newly engaged couples are struggling to find wedding venues, booked up far in advance.​ Emerging from this is a trend for alternative, more intimate celebrations. Not only will Selfridges offer a solution that responds to an unprecedented demand for wedding venues, it will also consider alternatives for couples seeking non-traditional ways to celebrate their love.​

A newly acquired wedding licence will allow ceremonies to be hosted in the grade II listed building on Oxford Street for a limited time this year, with three curated micro-wedding packages available: Just-The-Two-Of-Us, Earth Lovers and All-Out Extraordinary [See Editors Notes]. All packages will be centred around extraordinary Selfridges experiences that are special and inspiring, such as a wedding breakfast in Brasserie of Light, a private screening of a favourite film in The Selfridges Cinema or DJ set with Sink The Pink, and can be tailored to meet individual couples’ needs. The ceremonies will take place in a dedicated Wedding Suite on the fourth floor of Selfridges London, which will be made over for each wedding depending on the chosen package.

As part of resale initiative Resellfridges and Selfridges’ Project Earth commitment to explore circular retail models, The Corner Shop will see a wedding takeover this August, with a specially curated collection of vintage and pre-loved womenswear, menswear and accessories for the wedding party and guests as well as those getting married. The Wedding Shop will offer bespoke gift lists and through dedicated services, customers will be able to make appointments for everything from wedding day makeovers and styling appointments to custom-made floral arrangements and canapé consultations.

Rebecca Warburton, Selfridges Director of Events & Customer Experiences, says: “We’re driven by making our customers’ worlds brighter through unforgettable experiences. For those looking for a truly unique way to get married this summer, we’re excited to launch weddings at Selfridges. Bringing together some of our amazing experiences, we can’t wait to create custom packages in celebration of people’s love for each other.”

Enquiries and bookings for Weddings at Selfridges can be made from Tuesday 11 May. Contact weddings@selfridges.co.uk or visit the Experience Concierge at Selfridges London. 

– ENDS – –

[1] ONS published number of weddings for 2017 is 249,774 in England and Wales. 

[1] Guides For Brides estimates that up to 153,000 postponed weddings need to be rescheduled in 2021 and beyond

Notes to Editors:

Weddings Packages

THE JUST-THE-TWO-OF-US WEDDING PACKAGE

Perfect for those seeking a small and understated ceremony and reception for you and a maximum of four guests, The Just-The-Two-Of-Us Wedding package includes beauty and grooming appointments, a lowkey exchanging of vows in our luxurious Wedding Suite, and a delicious Wedding Breakfast Hamper for you and your guests to enjoy. You’ll end the night with an intimate wedding reception in our VIP screening room at The Cinema at Selfridges, where you can all sit back and watch a film of your choice with plenty of popcorn and Champagne. The perfect wedding day for couples wanting to keep it unfussy yet unforgettable. 

Overview

Pre-wedding outfit appointments with Selfridges stylists

Make-up appointment with our Beauty Concierge team

Hair appointment at Daniel Galvin salon

Men’s grooming at Acqua Di Palma Barbiere

Ceremony in our decorated Wedding Suite on 4 with up to four guests

Three-course Wedding Breakfast Hamper

Exclusive use of the VIP screening room at The Cinema at Selfridges

Screening of a film of your choice

Two bottles of Champagne and popcorn during the screening

Dedicated wedding coordinator to assist on the day

THE EARTH-LOVERS WEDDING PACKAGE

For the couple seeking a wedding that’s more earth-conscious, The Earth-Lovers Wedding package is made for you. We’ll use our expert sustainability knowledge to provide a ceremony and reception for you and a maximum 20 guests that has the planet in mind. Ahead of your big day, you’ll have a one-to-one Resellfridges appointment to find your vintage or rented wedding outfits. You’ll then tie the knot in our beautifully decorated Wedding Suite before enjoying a delicious three-course meal at The Brasserie of Light, with plenty of organic wine and Champagne to toast with.

Overview

Pre-wedding RESELLFRIDGES outfit appointment with Selfridges stylists

Earth-conscious make-up appointment with our Beauty Concierge team

Hair appointment at Daniel Galvin salon

Men’s grooming at Acqua Di Palma Barbiere

Ceremony in our decorated Wedding Suite on 4 with twenty guests

Wedding breakfast at Brasserie of Light for a three-course meal

Organic wine and Champagne

Dedicated wedding coordinator to assist on the day

THE ALL-OUT EXTRAORDINARY WEDDING PACKAGE

The All-Out Extraordinary Wedding package is for the glamour-loving revellers looking for a once-in-a-lifetime celebration. You’ll make your vows in our extravagantly-dressed Wedding Suite in front of 20 guests, with your ceremony officiated by drag icon Jonny Woo. Then, you’ll get the party started with an incredible three-course meal in your private dining room at Brasserie of Light, before dancing the night away to a DJ set from your choice of our in-house DJs.

Overview

Pre-wedding outfit appointments with Selfridges stylists

Make-up appointment with our Beauty Concierge team

Hair appointment at Daniel Galvin salon

Men’s grooming at Acqua Di Palma Barbiere

Ceremony in our decorated Wedding Suite on 4 with 20 guests

Jonny Woo celebrant

Exclusive use of the private dining room at Brasserie of Light for a three-course meal

Four-hour DJ set

Dedicated wedding coordinator to assist on the day

SELFRIDGES REOPENS ITS DOORS AND INVITES CUSTOMERS TO DISCOVER THE JOY OF EXPERIENCE

With new in store experiences, expertly curated products and exclusive collaborations, Selfridges knows what its customers have been missing

[12 April 2021]  Today, Selfridges reopens its four stores in London, Manchester and Birmingham. Packed with energy and excitement, each store is set to share the most exciting, unique-to-Selfridges experiences and curated products with its customers

While its doors have been closed, Selfridges has been busy dreaming up new ways to invite its customers to reconnect with the pleasure of the unique shopping experience its stores offer. Selfridges is more than a shop – it’s a place to socialise, be inspired and to discover joyful experiences as well as being a destination for thoughtful services and expertly curated products.  

Today, Selfridges launches its partnership with SoulCycle to open its first Outside Studio in the UK on Edwards Mews, behind the Oxford Street store, offering fitness enthusiasts the chance to get outside, socialise and ride in a safe environment. Selfridges London will also see the launch of an exclusive Experience Concierge; a new gifting service offering specially curated experience packages; from floristry workshops to indulgent pampering sessions, out of hours children’s parties in the Toy department and private screenings at The Cinema at Selfridges (set to reopen soon). 

Rooftop restaurant alto by San Carlo at Selfridges London also reopens for walk-in dining today, with customers able to enjoy food, cocktails and coffee in the open-air Italian garden setting. In Selfridges Manchester and Birmingham, Cow Vintage launches with the best curated pre-loved fashion. Across all its stores, Selfridges will celebrate local DJ talent from London, Manchester and Birmingham with live sets instore throughout the day, along with the opportunity to make song requests via text while you shop.   

As its stores reopen, and with a renewed sense of optimism for the year ahead, Selfridges looks to brighten the world with its positive ideas through its new creative theme: Good Nature. From exploring the healing powers of nature and escapism via a new podcast series, to finding new and earth-conscious ways to shop, through to outdoor spinning classes – Selfridges is looking on the bright side. 

Andrew Keith, Selfridges’ Managing Director, said of the reopening:  

“We have been connecting with and listening to our customers and we understand what they have been missing – experiences and inspiration. Whether it’s a new outfit to wear for that first dinner with friends this year, the shared experience of group exercise or simply coming into store to be inspired by Good Nature in person – people are daring to dream again. It’s our job to make the world brighter through everything our stores and our digital channels have to offer.”

TOP TEN THINGS TO DO & SEE AT SELFRIDGES THIS SPRING 

 1.  Discover Good Nature 

Just ahead of the reopening, Selfridges launched its 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 our 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. 

2.  Pangaia at The Corner Shop 

For the first time, cult earth-conscious label Pangaia will launch a physical space exclusively at the Corner Shop in Selfridges London, where the stories behind its future-facing tech can be explored. Meanwhile, the brand will be popping up for the first time outside of London in our Manchester and Birmingham stores.  

3.  SoulCycle Outdoors at Selfridges London 

Partnering with the masters of mood-boosting spin classes, SoulCycle, Selfridges London will see the launch of a special outdoor studio, behind the store, on Edward Mews. Euphoric tracks will be available through headphones as motivation to get fit and get those feel-good endorphins flowing.  

4.  In store entertainment  

All four Selfridges stores will celebrate DJs from London, Manchester and Birmingham, bringing joy to customers with a range of live in-store sets. In all of our stores, customers will also have a chance to submit song requests for a chance to have Selfridges DJs play their favourite tune. 

5.  Experience Concierge 

A new Experience Concierge at Selfridges London allows customers to treat someone special (or themselves!) to Selfridges most extraordinary experiences, with specially curated packages. Bookable experience packages include everything from brilliant beauty packages to a night to remember with delicious dining and movies at one of Selfridges’ in-store restaurants and at its own cinema, The Cinema at Selfridges (reopening soon). 

6.  Rooftop dining 

The Italian rooftop restaurant at Selfridges London, alto by San Carlo, will reopen for walk-in dining. One of the best spots for al fresco dining in London, the restaurant will operate with an open top roof and sides so customers can dine under the sun or stars come rain or shine. Our Foodhalls and select restaurants are offering delicious take away options too. 

7.  Rent, resell and repair  

Through Project Earth, Selfridges is offering new ways to shop that are not just more earth-conscious, they’re a whole new way to explore, inspire and experiment. Whether renting an outfit for a special occasion, repairing well-loved accessories or finding a unique pre-loved fashion treasure to love forever, Selfridges has it all. New to Resellfridges is an edit of pre-loved and upcycled outdoors wear at Selfridges London, as well as launches from gurus of retro style, Cow Vintage, at Selfridges Birmingham and Trafford. 

8. Exclusive Launches  

From the launch of Will Smith’s label BelAir Athletics and Christophe Kane’s More Joy designs across all stores, to JW Anderson’s new space celebrating earth-conscious craftsmanship and the exclusive Birkenstock x Central St Martins collaboration, both landing at Selfridges London – Selfridges is launching a whole host of exciting new collections curated with customers in mind. Reopening sees the launch of an exciting edit of new destinations across our stores in London Attico, Bottega Veneta, and Good American unveil brand new shop fits, while Givenchy opens a new space under the creative direction of Matthew Williams. In the accessories hall we will be launching the first in a series of projects with Untapped Creatives, a company bringing together young black owned businesses. 

9. Hair & beauty appointments 

From manicures to blow dries, hair colouring to complexion-boosting facials – much-missed hair and beauty services are back at Selfridges stores and ready to book. All appointments will be carried out in line with the latest government guidance, with extra health and wellbeing measures in place across all stores. 

10.  Styling experts 

After months of loungewear, Selfridges’ team of team of stylists and personal shoppers are available to inspire customers with personalised advice on all the latest collections, and even gift advice on what to treat loved ones to at long-awaited reunions. 

ENDS

Notes to Editors:

Health & Safety 

Please note that in line with government guidelines, a maximum of four people from two households can visit Selfridges’ stores or restaurants together. For information on how Selfridges is looking after the health and wellbeing of teams and customers during this time, please visit the FAQs page. 

Project Earth 

Project Earth is Selfridges transformational sustainability initiative, aiming to change the way we shop and the way it does business by 2025. The initiative builds on the industry leading steps Selfridges has taken over the last 10 years to place sustainability at the heart of the business. Selfridges aims to help customers change the way they shop in three ways: by addressing the materials used in products, exploring circular retail models and experiences such as repair and resell, and engaging with teams, partners and customers to inspire a shift in mindsets. Underpinning Project Earth is a broader commitment to Science Based Targets and to achieve Net-zero carbon by 2050, in line with the Paris Agreement. 

SELFRIDGES IS READY TO REOPEN AS IT UNVEILS ITS NEW WINDOWS FOUR DAYS EARLY

[Thursday 8 April 2021] Today, Selfridges unveils its new windows, inspired by the pleasure and optimism found in nature, four days ahead of store reopening.

The Oxford Street store windows reveal precedes Selfridges reopening on Monday 12 April, when customers will be able to enjoy new and unique experiences dreamed up while its doors have been closed. These include a partnership with SoulCycle to open its first Outside Studio in the UK on Edwards Mews, behind the Oxford Street store, offering fitness enthusiasts the chance to get outside, socialise and ride in a safe environment. Selfridges London will also see the launch of an exclusive Experience Concierge; a new gifting service offering specially curated experience packages; from floristry workshops to indulgent pampering sessions, out of hours children’s parties in the Toy department and private screenings at The Cinema at Selfridges (set to reopen soon). 

The new windows represent a large-scale visual interpretation of the store’s 2021 creative theme, Good Nature, across 20 windows. 

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.

​Nature and escapism are at the creative heart of this new window series which playfully integrates concepts of horticulture, the great outdoors and the spirituality of nature ‘in season’. Outdoor pursuits, which have gained renewed popularity in the past few months, such as camping, climbing or foraging all feature. Other windows encapsulate symbolic elements of formal garden traditions, like mazes or topiary. Selfridges’ side windows on Duke Street are a colourful, abstract play on typical garden fixtures – including hosepipes and gnomes – against a backdrop of checkerboards and stripes, inspired by perfectly mowed lawns.

Selfridges has also commissioned up and coming British artist Jonathan Schofield to interpret Good Nature for three windows on Orchard Street.  The artist’s mixed media installation features original artworks, digital screen prints and fabric banners. 

The Good Nature window scheme is Selfridges most sustainable to date with the majority of materials used being recyclable or, when possible, recycled. This is in direct response to the store’s Project Earth initiative launched last August, which pledges to ensure the most environmentally impactful materials used throughout the business come from certified, sustainable sources by 2025. 

ENDS

Notes to Editors:

Project Earth

Project Earth is a transformational sustainability initiative through which Selfridges pledges to change the way we shop by 2025. The initiative builds on the industry leading steps Selfridges has taken over the last 10 years to place sustainability at the heart of its business. Through Project Earth Selfridges aims to help customers change the way they shop in three ways: by addressing the materials used in products, launching and exploring new retail models such as repair and resell, and engaging with teams, partners and customers to inspire a shift in mindsets. Selfridges is the first luxury department store to set tough material requirements as part of its commitment to a science-based Scope 3 carbon reduction target in goods and services. Underpinning Project Earth is a broader commitment to Science Based Targets and to achieve Net-zero carbon by 2050, in line with the Paris Agreement.

SELFRIDGES’ HOT AIR PRESENTS ITS NEW PODCAST SERIES

Selfridges’ award-winning broadcast platform, Hot Air, is releasing a new podcast series under the store’s 2021 theme, Good Nature. This year, Selfridges is inspired by nature to make the world brighter through the creative exploration of pleasure for our own good. Over the next few months, Selfridges’ Good Nature will offer visitors physical and digital experiences responding to the natural world – this new podcast series is the first expression of theme. 

From the simple to the sublime, the podcast series celebrates pleasure in all its forms, with each of its ten episodes released weekly. Leaning on nature as a guiding force, listeners will be taken on a sonic journey into the realm of earthly delights. Each episode is an exploration into a different facet of pleasure, varying in length and form, from mini-docs and sound healing to guided walks and how-tos. These are a series of audio gifts to listeners; a manifesto to live by, an activity to follow, a permission to feel good, a moment to pause, a license to do nothing, an opportunity to escape.

This is the fourth podcast series commissioned by Selfridges for its award-winning broadcast platform Hot Air which has produced numerous short and animated films as well as podcasts in support of some of the store’s thematic campaigns. Its second output, a six-episode series entitled Fresh Eyes and released in 2018 won Best Branded Podcast Award at the British Podcast Awards 2019, one of the industry’s highest accolades.

24th March

The Pleasure of Simple Things

With life reduced to such a basic form over the last year, the simple pleasures have never felt

more important. Through a collage of user/contributor generated content and foley sound, this episode takes the listener on a unique audio experience.

Format: Vividly evocative soundscape with short interviews. Running time: approx. 7 minutes.

1 April

The Pleasure of Nothing

Sometimes, it’s hard to stop. So when it comes to being alone with your thoughts, how can you lean into that moment. Author Olga Meking talks us through Niksen, the Dutch art of doing nothing.

Format: A how-to guide to tune out the world and just do nothing. Running time: approx. 5 minutes.

Contributor: Olga Meking author of Niksen: The Dutch Art of Doing Nothing

8 April

The Pleasure of Not Feeling Guilty

In this presenter-led documentary the mission is to persuade listeners to embrace their guilty pleasures. The episode deep dives into the different ways human beings experience pleasure, looking at neuroscience and psychology, picking apart the debates about how different mediums affect the pleasure centres and why people should maybe let go of guilt altogether.

Format: Engrossing and fun factual documentary. Running time: approx. 20 minutes.

15 April

The Pleasure of Colour

It is often mentioned that the colour green has a soothing effect on our mood state because it relates to abundance in nature. In this short, artist Jonathan Schofield tells us about the power of colour in nature and its healing benefits.

Format: A captivating exploration of the power of colour through sounds. Running time: approx. 7 minutes.

22 April

The Pleasure of Roaming

This documentary will look at the joys of being outdoors and the benefits it can bring to people from all walks of life. We hear from Zakiya Mckenzie, Forestry England’s writer in residence, about her time spent in the nation’s forests and how this experience opened up her heart to England in a way she hadn’t experienced before. The episode also catches up with walking group, Black Girls Hike, as they amble through the land, talking countryside and community.

Format: Documentary with multiple contributors and rich natural sounds. Running time: approx. 20 minutes.

29 April

The Pleasure of Discovery

Let’s take a walk, a walk for walk’s sake. No purpose other than to explore. Setting out on foot, cars are no good to anyone now. The episode revels in the unexpected, the unknown route, the blind corner.

The heart races as the episode drifts through the landscape and rediscovers what was missed before.

Format: A guided walk to be listened to and/or to be followed. Running time: approx. 45 minutes.

6 May

The Pleasure of Ritual

Deep dive into some rituals of nature. Interweaving narratives of the physical and the spiritual, plunging into cold water swimming and resurfacing into the realm of modern-day paganism.

Format: A documentary interweaving different contributor experiences of ritual in the natural world.

Running time: approx. 20 minutes.

13 May

The Pleasure of Sound

The benefits of sound have been known for centuries; how it can help us to relax, reduce stress, improve memory, but now frequencies have even been found to help treat debilitating diseases such as Alzheimer’s. In this episode, a trio of sound healings is offered for the listener’s pleasure.

Format: Multiple Live sound healings. Running time: approx. 15 minutes.

20 May

The Pleasure of Gardens

In this documentary the setting is the immersive world of pleasure gardens as John Tebbs takes us on a whirlwind tour of Victorian Britain’s favourite space for leisure and entertainment. Promenading past the menageries and musicians, the listener steals away with some young lovers as they slip back in time to revisit these parks of the past.

Format: A documentary which interweaves the voice of John Tebbs with actuality, archive and an insert of a modern-day date taking place the lush outdoors. Running time: approx. 20 minutes.

27 May

The Pleasure of Growth

With the waiting lists for UK Allotments soaring during lockdown, the desire to be more green-fingered has bloomed like never before. This episode shows how anyone can grow-their-own greens, no matter where they are.

Format: Short and entertaining gardening how-to. Running time: approx.7 minutes.

Notes to Editors:

• Good Nature: The Pleasure Series is free to listen to and available on Selfridges.com from 23 March at selfridges.com/PleasurePodcast and from all regular podcast platforms.

• Selfridges’ podcast series available at Hot Air:

2019 – The State of the Arts series

https://www.selfridges.com/GB/en/features/articles/selfridges-guideto/state-of-the-arts/podcasts/

2019 – The SELF-Sustainable series

https://www.selfridges.com/GB/en/features/articles/selfridges-guideto/self-sustainable-podcast/

2018 – The Fresh Eyes series

https://www.selfridges.com/GB/en/features/articles/fresh-eyes-podcast/

SELFRIDGES’ ICONIC ROOFTOP RESTAURANT IDEAL FOR ALFRESCO DINING IN LONDON

Popular alfresco dining spot, Alto by San Carlo, is set to welcome back diners when Selfridges London reopens.

The idyllic outdoor setting has an open top roof and sides so customers can dine under the sun or stars, come rain or shine. In the event of rain, the restaurant will be covered by the roof, but the sides will remain open. The terrace and bar will also be open with comfortable lounge seating providing the perfect spot to soak up some rays whilst enjoying a cocktail.

Guests can enjoy traditional Italian trattoria from a limited menu, wine, cocktails and coffee seven days a week, during store opening hours. The restaurant will only be accepting walk in guests to manage capacity.

Selfridges will be welcoming customers back and making their worlds a little brighter with live entertainment at Alto throughout April. Social distancing measures will remain in place including full table service, tables spaced apart and hand sanitiser stations throughout.

All of Selfridges’ other restaurants remain closed, in line with current government guidelines. Aubaine, EL&N, Dolly’s, The Brass Rail, Yo Sushi and Bubble Magik at Selfridges London will offer take away options.

Opening Times:

Alto by San Carlo

5th floor (access via the express lift in Beauty on G)

Selfridges 400 Oxford Street

Opening times:

Monday – Saturday 12pm – 8pm

Sunday 12pm – 9pm