TWO YEARS INTO PROJECT EARTH, SELFRIDGES ZEROES IN ON A CIRCULAR FUTURE FOR SHOPPING

Selfridges launches its first annual Project Earth Report, setting out new, ambitious targets to reinvent retail and meet its commitment to a net zero future

Materials – It broadens its commitment to only stock products that meet strict environmental and ethical standards by 2030

Models – It introduces bold 2030 targets for 45% of transactions to come from circular products and services, with a Reselfridges initiative that now houses all circular models, forming the backbone of Selfridges’ future business, to change the way we shop

Mindsets – Selfridges commits to building an inclusive retail culture in which teams, communities and customers put people and planet first in all decision making

In August 2020, building on more than ten years of retail activism, Selfridges launched Project Earth, its transformational sustainability strategy. Today, Selfridges shares its first Project Earth Report, detailing the initiative’s progress and setting out the next steps in its plan to reinvent retail to imagine and create a sustainable future for people and planet.  

Recognising the need for radical transformation to address the climate emergency, Selfridges sets a new ambitious target for 45% of transactions1 across its four stores and online to come from circular products and services by 2030, and to only stock products that meet strict environmental and ethical standards. 

Selfridges’ 2020 commitments were underpinned by a target to achieve net zero carbon emissions across the business by 2050. Last year, Selfridges accelerated its net-zero carbon commitment by 10 years, to be achieved by 2040, as a signatory to the Climate Pledge. To achieve this, Selfridges will move from a period of experimentation and exploration into a phase of embedding and accelerating change, through new commitments across Materials, Models and Mindsets. 

Andrew Keith, Selfridges Managing Director, says: “In creating our store of tomorrow we must commit to a fundamental shift in the way that we do business and use the Selfridges platform for change. Our vision is to reinvent retail and create a more sustainable future, and Project Earth and our new targets underpin this. 

We recognise that we need to challenge ourselves to accelerate change and our ambitious circular and materials targets do just that. We don’t have all the answers, but we are committed to finding solutions, through a continued imaginative approach to retail innovation. The scale of our ambitions cannot be underestimated but we are inspired by what lies ahead
and how we bring this to life for our customers.” 

The Project Earth Report  

Through its original Project Earth commitments, 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. 

PROJECT EARTH REPORT SUMMARY

2021 – 2022 progress and radical new commitments  

Materials 

2020 Commitment
In 2020, Selfridges committed to ensuring that the nine most environmentally impactful materials would come from certified, sustainable sources by 2025. 

Progress
To meet the 2025 material commitments, Selfridges tracked the materials coming into its business to establish a baseline volume of products. 

Two further material commitments have been set: 

  • 50% of polyester used across the business and in products sold will come from certified recycled sources by 2025 
  • 50% of nylon used across the business and in the products sold will come from certified recycled sources by 2027 

2030 Commitment
Selfridges commits to ensuring everything it builds, buys and sells will meet its environmental and ethical standards by 2030.  

Models

2020 Commitment
In 2020, Selfridges committed to pioneering new retail models and experiences, making Selfridges synonymous with circularity, including repair, resell, refill and rental. 

Progress
Selfridges has increased sales of pre-loved items through Reselfridges by 240%, facilitated over 28,000 repairs, rented more than 2,000 items and sold more than 8,000 refills.  

A renewed Reselfridges initiative will house all circular models and form the backbone of Selfridges’ future business, to change the way we shop. Selfridges will continue to experiment with and invest in alternative shopping models which focus on extending the life of existing products and packaging.

2030 Commitment
Through a continued focus on growing the Reselfridges ecosystem and experimenting with new models, Selfridges commits to 45% of transactions to come from circular products and services by 2030. 

Mindsets

2020 Commitment
In 2020, Selfridges committed to putting longevity, creativity and sustainability at the heart of the business, and engaging with teams, partners and customers to effect change.

Progress
Research shows that half (50%) of Selfridges customers want to make more sustainable choices but don’t know how to2. To help and inspire customers, one initiative Selfridges will offer is dedicated Project Earth appointments to discover how to re-style existing wardrobe pieces, explore earth-conscious beauty and learn about sustainable denim. 

In spring 2023, building on the previous two years, Selfridges 12-week creative scheme will have sustainability at its heart, exploring its Project Earth ambitions through creativity and collaboration, with a continued imaginative approach to retail innovation. 

2030 Commitment
Selfridges commits to building an inclusive retail culture in which teams, communities and customers put people and planet first in all decision making by 2030. 

To ensure the decision making process is inclusive and representative, Selfridges is committed to ensuring that by 2025 50% of director roles will be held by women, the gender pay gap will be closed and 16% of the senior leadership team will be made up of ethnic minorities. 

Selfridges Project Earth Report is available at: www.selfridgespress.com/projectearth  

[1] Circular transaction includes at least one resale, rental, refill, repair or recycled product and excludes home, food and restaurants.
[2] 21,286 Selfridges customers, October 2021

Selfridges Sustainability Milestones

2005: We said no to fur

2011: We launched Project Ocean

2014: We became the first department store to achieve The Carbon Trust Triple Standard

2014: Our Green Warriors started

2015: We went plastic-free with our iconic yellow carrier bags

2015: We said no to single-use plastic water bottles

2016: We launched our first cohort of Bright New Things

2017: We launched our product labelling scheme

2017: We converted to 100% renewable electricity in our stores and offices

2018: We removed all plastic carbonated drinks from our stores

2019: We signed the Fashion Pact

2019: We launched two pop-up resale platforms with Vestiare Collective and Depop

2019: We removed all single-use beauty wipes from our Beauty Halls

2020: We launched Project Earth

2020: We stopped selling any products containing exotic animal skins

2020: We launched our Reselfridges resale platform

2020: We launched our Diversity Board

2021: We launched our Selfridges Rental platform

2021: We stopped selling plastic-based cosmetic glitter and balloons

2021: We signed the Climate Pledge

SELFRIDGES CELEBRATES: FATHERS

The countdown to Father’s day is on, and Selfridges has curated an edit of the best gifts that any father figure would be glad to receive this year. Whether it be a bottle of whiskey for a friend who has recently entered fatherhood or a pre-loved Rolex for the Dad that deserves it all, Selfridges has something for everyone.

“LE BLEU” JACQUEMUS + SELFRIDGES 

Selfridges is excited to announce an exclusive partnership with Jacquemus. “Le Bleu” Jacquemus + Selfridges is a fully realised special project, encompassing exclusive product edits and immersive experiences at Selfridges Oxford Street and on Selfridges.com throughout May.

From May 3rd the “Le Bleu” concept will be taking up residence in Selfridges flagship creative retail space, The Corner Shop. The specially designed space, a surrealist reimagining of Jacquemus founder Simon Jacquemus’ very own bathroom, will be home to exclusive colourways of the brands iconic Chiquito and Bambino bags.  The space will also stock a selection of exclusive products including hoodies, t-shirts and towels – as well as an edit of the Le Splash ready-to-wear collection, and the brand’s Marseille je t’aime photography book. 

For the first time in London, the brand takes over the Selfridges Mews (located directly behind the store with its JACQUEMUS2424 concept. Following on from the huge success in Paris and Milan, the viral vending machine installation will stock the Selfridges exclusive colourway Chiquito & Bambino and will be open to customers 24 hours a day. Meanwhile in The Old Selfridges Hotel, an exclusive concept named “Le Vestiaire” offers an immersive experience, playing on visitors’ sense of discovery and excitement. Dive into a blue Jacquemus world with an experience only Selfridges could deliver. 

“Selfridges is thrilled to have worked on “Le Bleu” Jacquemus + Selfridges with the team at Jacquemus. This exciting project combines exclusive product with immersive experiences and continues to position Selfridges as the leading physical and digital platform.” Sebastian Manes, Executive Buying and Merchandising Director.

SELFRIDGES TO HOST LUXURY CAR BOOT SALE

Women for Women International Car Boot Sale x Alex Eagle to take place at the
Selfridges Car Park, Saturday 14 May 

On Saturday 14th May, Selfridges is hosting the Women for Women International x Alex Eagle #SheInspiresMe Car Boot Sale at the Selfridges Car Park, powered by its resale platform RESELLFRIDGES as part of Selfridges Project Earth commitments to change the way we shop. 

Boots will be filled with past-season, vintage and pre-loved designer fashion donated by the likes of Alexander McQueen, Anya Hindmarch, Elizabeth Saltzman, Jenny Packham, Laura Bailey, Manolo Blanhnik, Margherita Missoni, Reformation and Simone Rocha.  

The luxury fashion car boot sale is the answer for fashion lovers who want to be more sustainable, with pre-loved, vintage and past-season items donated by designers and celebrities. All money raised will go directly to support Women for Women International, enabling the charity to continue its life-changing work with women living in countries affected by conflict.  

Tickets are £15 in advance, available at:  www.womenforwomen.org.uk/carbootsale

SELFRIDGES LAUNCHES EXPERIMENTAL SHOP OF THE FUTURE: SUPERMARKET

Selfridges unveils SUPERMARKET, a four-week retail experiment at The Corner Shop in its Oxford Street store, imagining an earth-conscious shop of the future.

Customers will be able to explore a creative playground, where printing on-demand, cutting-edge materials and sustainable innovation come together, bringing future-facing fashion, art and food to all. The Corner Shop will be transformed into an exhibition space, where visitors can watch 3D printing in action and discover how innovative materials, such as products made from atmospheric carbon, are created. SUPERMARKET also introduces new ownership concepts and exclusive NFT digital artworks available to purchase in store.

By experimenting with new ideas and models, SUPERMARKET will examine future shopping habits, with the aim of opening a conversation around consumption and physical ownership as Selfridges looks to reinvent retail through its sustainability strategy, Project Earth.

SUPERMARKET will bring together a curation of innovation-leading brands and inspiring collaborations with both established names and start-ups paving the way.

  • Parley for the Oceans takes centre stage with a 2.3m tall ABB IRB 5700 robot first showcased at the world stage of COP26, using 3D printing to transform plastic pollution from islands into useful objects through printing of homeware, clothing and exclusive Clean Waves sunglasses.
  • Reimagining haute couture, Iris Van Herpen will display a series of exclusive shoppable laser cut corset belts and iconic made-to-order dresses utilising recycled ocean plastic and Crocs will utilise over-stock to create real-time tailor-made designs by artist, Tejumola Butler Adenuga. Further collaborations explore future-facing sustainable materials, from mushroom and pineapple leather to the first fully recycled and completely circular nylon Marine Filament.
  • On a mission to eliminate as much CO2 from the earth as possible through innovative conversion technology, Air Company launches a UK exclusive at SUPERMARKET showcasing a beautifully designed first-of-its-kind fragrance and Sky Diamond repurpose atmospheric carbon into high-quality diamonds that go beyond carbon neutral to carbon negative.
  • Bringing a taste of the future now, Redefine Meat’s range of plant-based meat powered by 3D-printing technology, will be available at Selfridges restaurants, The Brass Rail and Harry Gordon’s Bar & Kitchen. DIRTEA celebrate the latest cognitive-enhancing nootropics with super-mushroom Tea, Coffee and Cacao extract powders unlocking the ancient power of Chaga, Lion’s Mane, Cordyceps and Reishi at the UK’s first mushroom bar.

The launch takes place as part of Selfridges creative theme for 2022, SUPERFUTURES, an exploration of tomorrow in the making and an invitation to co-create the future.

Selfridges Acting Creative Director, Emma Kidd, says: “Through this year’s creative theme, SUPERFUTURES, we’re examining the future of retail, inviting customers to join us. With our Project Earth commitments at its heart, SUPERMARKET brings to life our imagined future shop, offering product on demand as well as items made from future facing materials such as pineapple leather. We’re excited for our customers to explore SUPERMARKET and hope to spark thoughts and conversation around consumption and physical ownership.”

Through the lens of SUPERFUTURES, Selfridges iconic Oxford Street windows and the windows in both Birmingham and Manchester stores will bring to life ‘what if’ imaginings of the future, inspired by our future generations. The playful window displays in collaboration with Creative & Set Designer, Shona Heath, include children’s wild and wonderful answers to questions about the future, from ‘clothes that grow with you’, to ‘giant flowers to feed all the bees’ and ‘houses that could fly’.

ROSÉ LUMIÈRE AT SELFRIDGES

Moët Hennessy, the iconic luxury wine and spirits purveyor, is to open Rosé Lumière – shining a new light on Rosé wines for 2022. Between 7 February to June , guests will step inside a traditional romantic French cinema house, taking over the bar and retail space in Selfridges, to showcase the pioneering roles of some of the world’s most luxurious rosé wines.

The iconic rosé wine portfolios of Veuve Clicquot, Moët & Chandon, Ruinart and Château d’Esclans will be up in lights all under one roof for the first time, offering the opportunity to experience different and unique rosé expressions. Guests will have the opportunity to learn about the varying styles of these much-loved wines from Vintage Rosé, Rosé Impérial and Côtes de Provence Rosé, to Ice Rosé; and the rich histories of the maison where these stories originate from. From champagne tasting experiences, to wine tasting flights, to cocktail masterclasses with mixologists, there will be something to suit all discerning rosé palates starting this Valentine’s season.

On arrival, audiences will be shown to a seat at the glamourous bar or the specially curated 6-seater booth, luxuriously fitted with art deco design, serving pink popcorn, while exploring the stories of the iconic wine brands. Eye-catching neon signs and classic cinema style trailer hoardings presenting the starring roles of each rosé wine as film titles will inspire and guide guests in their choices and Rosé adventures, whether that’s by the glass or flights of rosé.

Within the foyer, guests can meet the ‘leading stars’ including gift boxes, bottles and magnums each presented with film inspired headliner storytelling. The Rosé counter will serve the opportunity to ‘star in your own movie’ with a choice of four limited edition film posters that can be digitally personalised as exclusive art prints to accompany bottle purchases.  Each poster representing a different Maison and the region it’s from – the perfect souvenir to gift or enjoy.

Opening times:

10:00am – 9:00pm (Monday to Saturday)

11:30am – 6:00pm (Sunday)

FAMED PLANT-BASED CHEF, MATTHEW KENNEY, LAUNCHES RESTAURANT IN SELFRIDGES

This winter, Selfridges looks to the future of food with the launch of innovative
plant-based concept Adesse.

Globally recognised plant-based pioneer and award-winning chef Matthew Kenney, along with his
Innovation team, is delighted to announce the launch of his new plant-based restaurant, Adesse.
Launching in Selfridges London on 12th January, the restaurant will offer innovative, elegant cuisine to
enhance lifestyle and wellbeing. Set in the serene surroundings of Selfridges’ second floor, Adesse is
set to be the perfect location for a moment of calm in an often busy world.

Adesse, meaning ‘to be present’, will focus on the here and now, with the concept of ‘presence’ being
weaved throughout the restaurant, from the locally and seasonally sourced menus, through to the
minimalistic yet elegant interior. The menus will be enriched by an extensive wine list of organic and
biodynamic varietals and thoughtfully curated spirits and elixirs. It will include imaginative
interpretations of traditional dishes alongside Matthew Kenney Cuisine’s namesake classics, using a
variety of purposefully selected ingredients.

To start, diners can delight in a Jackfruit “Crab Cake” with Smoked Red Pepper Remoulade, or a
Beetroot Carpaccio with Yuzu Kosho and Poppy Seed. Sharing plates include Kimchi Dumplings with
Foamed Ginger, or perhaps a Flora Tree Nut Cheese Plate featuring Black Truffle, Smoked Cheddar
and Herbed Feta along with both sweet and savory condiments. Mains will feature Kelp Noodle Cacio
e Pepe, complete with Snap Peas, Pea Shoots and Dehydrated Black Olives, along with Spicy Udon,
Togarashi, Tempeh, Bok Choy, Roasted Cashew and Radish . As at all Matthew Kenney restaurants,
the desserts are not to be missed, with the offerings including a delightful Chocolate and Salted
Caramel Crunch, and a Lime Parfait with Avocado and Spiced Macadamia.

Matthew Kenney says: “I am thrilled to partner with Selfridges to open a new restaurant in London.
Adesse exemplifies what we do so well at MKC – serve innovative and unique cuisine alongside
excellent wine and cocktails in a stunning setting.”

Alex Gilmour, Head of Restaurants at Selfridges, says: “One of the best ways we can improve both our
health and the environment is to adopt a more plant-based diet. We’re delighted to introduce Matthew
Kenney’s concept with its fresh take on plant-based dining and menu that aligns with our values of
offering more planet-friendly food. We look forward to welcoming guests to come together and be
inspired as we explore the future of food.”

The launch of Adesse takes place as part of Project Earth, Selfridges’ sustainability initiative and
commitment to change the way we shop. Within Food, Selfridges approach is “less meat, better
meat”: offering more meat-free and plant-based options across its restaurants and Foodhalls, and a
commitment that by 2025 all meat used across the business will be from certified organic farms.

PIZZA PILGRIMS’ NEW FUTURE-FACING, SUSTAINABILITY-FOCUSED PIZZERIA OPENS AT SELFRIDGES

The new ‘Pizzeria of the Future’ represents Pizza Pilgrim’s first major step towards what pizzerias should look like by 2030 and beyond  

The 108-cover restaurant aims to unpack every element of running a pizzeria, from how it’s built to how the menu is developed, with a view to making it more sustainable, inspired by Selfridges’ Project Earth initiative. The site brings a taste of authentic Napoli to the central-London luxury department store – even if some of the ingredients might be closer to home.  

Pizza Pilgrims at Selfridges London.

Guests enter through a 3 meter hydroponic basil tunnel, created in partnership with Harvest London, who supply basil to all Pizza Pilgrims pizzerias. As a key ingredient for Neapolitan pizzas, the hydroponic system uses less water and saves over 250,000 air miles for Pizza Pilgrims every year. Meanwhile, all the pizza dough will be made with only regenerative UK wheat in collaboration with Wild Farmed, a technology developed by Andy Cato of Groove Armada fame. By 2030 the Wild Farmed system will be taking as much carbon out of the atmosphere as a 100-year-old rainforest the size of Greater London. Further locally sourced ingredients will include Fior di Latte mozzarella made in the UK using local milk and a traditional Italian process and sustainable British charcuterie from Cobble Lane Cured. 

Pizza Pilgrims worked closely with Selfridges to create the retailer’s most sustainable restaurant fit to date. At the table, the upholstery has been replaced with fully vegan Pinatex (a leather alternative made from pineapples – pineapples on chairs not pizza!), whilst tabletops have been crafted from reclaimed plastic waste in a beautiful terrazzo style. The timber floors are reclaimed and the giant wall mural of the bay of Naples has been created from 2000 recycled glass water bottles. At the open-style craft beer bar, in partnership with London Brewery Gypsy Hill, drinks will be served from fully reusable kegs, with no single use packaging, whilst the newly formulated wine list features a selection of sustainable wines which are all stored in a cave in the Chiltern Hills, to reduce the need for refrigeration. 

Guests can expect new menu exclusive to Selfridges, with newcomers including Wild Mushrooms, Truffled Ricotta and BurrataBritish Wagyu Beef with Mozzarella and Poponcini Peppers and a Smoked Salmon Everything Bagel Pizza featuring a Fior di Latte base and everything bagel seed crust, baked and topped with smoked salmon, mascarpone, red onion, capers, and dill.  

New to the side game is Stuffed Burrata, where guests can choose from three choices of pesto, truffled ricotta or roasted peppers alongside Gnocchi Fritti – deep fried potato Gnocchi with gorgonzola centre topped with red pepper tapenade.  

Meanwhile, desserts include a Pip & Nut Chocolate Almond and Cornish Sea Salt Pizza Ring (free of palm oil, and made with ethically sourced chocolate and almond spread, served with vanilla ice-cream). Also new to the menu is a Honeyed Strawberry Pistachio & Rosewater Sundae (vanilla ice-cream topped with strawberries marinated in sweet rosewater and crushed pistachio hearts). 

Co-founder Thom Elliot from Pizza Pilgrims says: “The Pizza Pilgrims Selfridges project is our first major step in the direction of creating more sustainable pizzerias. From working with forward thinking food producers who are developing amazing innovations like hydroponic basil, regenerative wheat and natural wines to looking at the way we build pizzerias with more sustainable materials and recycled furniture – we are excited to learn and develop the sustainability of what we do – because there is no other option.”  

Co-founder James Elliot from Pizza Pilgrims says: “We wanted to have a complete review of every part of our pizzerias and see what we could do better but without losing creativity and fun. It’s important to stress that this is only the beginning. We want to use our Selfridges pizzeria as a hub for innovation so that we can implement changes in all our other pizzerias!” 

Pizza Pilgrims at Selfridges is the first restaurant to launch as part of a new dining destination on the fourth floor of the Oxford Street store, as Selfridges continues to transform the experience of eating and drinking with curated dining destinations and a commitment to creativity, sustainability, and innovation. The new late-night destination will be open until 11.30pm and accessible via a dedicated express lift. 

Visit Pizza Pilgrims Selfridges from Thursday 9th December at:  
4th Floor, Selfridges 
400 Oxford St 
London, W1C 1JS 

SELFRIDGES OPENS NEW BAKERY DESTINATION WITH EXCLUSIVES FROM CRISS CROSS

7 December 2021 – Selfridges adds a new bakery destination to its London Foodhall with an offer of delicious fresh pastries and bread baked everyday in store, alongside specially selected items from London’s best bakeries. The new bakery is three times bigger than the previous offer and located next to Selfridges Pop Up Kitchen and the Little Moons’ Pic ’n’ Mix counter.

The curated bakery offer will include the very best from St John’s Bakery (The City), Sally Clarke (Notting Hill) and Karaway (Borough Market.) Selfridges will also have exclusive pastries from Insta-hit Criss Cross (Soho) and in January, the space will welcome colourful doughnuts from Urban Legend.

The new bakery will be the perfect spot to pick something up for breakfast with the space open from 8am Monday – Sunday. As well delicious freshly baked pastries, The Bakery will be stacked high with cinnamon sugar pretzels and cardamon buns. For those looking for a pick-me-up, customers will also be able to order freshly roasted coffee from neighbouring coffee destination, The Roasting Plant. For lunch, there will be wedges of golden focaccia, grilled cheese croissants and artisan sausage rolls.

CRISS CROSS

The Soho based Instagram sensation Criss Cross are brainchild of Roberto Guzzi (Novikov) and Boris Kofman (Mnky Hse.) Their elevated sweet and savoury croissants are as delicious as they are photogenic.

Available from Selfridges Bakery: Strawberry Dream, Black Yuzu Meringue, Pecan Vanilla, Peanut Nutter Banoffee, Chocolate Raspberry (vegan), Whisky Salmon, Beef Pastrami, Croque Monsieur.

ST JOHN 

Founded by Fergus Henderson and Trevor Gulliver, St John opened in Smithfield in 1994. Having supplied customers and restaurants across the city with their incomparable sourdough loaves, in 2010 they went onto launch the dedicated St

JOHN Bakery in Bermondsey. 

Available from Selfridges Bakery: St John’s Sourdough, Raisin Loaf, Soda Bread, Doughnuts.

SALLY CLARKE

Cordon Blue alum Sally Clarke launched her wholesale bakery in 1989 to meet the growing demand for their top-quality, hand-shaped artisan breads, Viennoiserie and patisserie, which continue to be served their restaurant and shops in West London today.

Available from Selfridges Bakery: Viennoiserie, All-Butter Brioche, Gruyere. Mushrooms & Spinach Quiche, Sausage Rolls, Bakewell Tart, Chocolate & Salted Caramel Tart.

HOUSE OF CINN

Co-founders David and Itse combined their passion for baking with doing good, to create a bakery brand on a mission to support and employ people most in need. Through their partnership with charity Street Cafe, every bun purchased helps in supporting a rough sleeper in getting back on their feet.

After starting up their bakery mid-lockdown in 2020 with their student savings, the young London based duo launched their delicious cinnamon buns in Selfridges stores in summer 2021, with a range of mouth-watering flavours on offer.

Available from Selfridges Bakery: Very Berry Cinnamon Bun, Classic Cinnamon Bun, Salted Caramel & Pecan Cinnamon Bun, Cookies & Cream Cinnamon Bun, Lotus Biscoff Cinnamon Bun.

KARAWAY
Family-run, award-winning bakery Karaway, have over 150 years of combined baking experience and with origins in Baltic and Russian baking they create a rye bread like not other. Their recipes have been handed down from generation to generation and we only use natural, high quality ingredients and traditional long fermentation methods. 

Available from Selfridges Bakery: Dark Rye with nuts & raisins, Grandmother’s Loaf (light rye with caraway seeds), Cinnamon, walnut & raisin brioche.

SELFRIDGES TO OPEN NEW FOURTH FLOOR DINING DESTINATION

Exclusive, late-night concepts from Din Tai Fung and Pizza Pilgrims grow Selfridges London’s line-up of restaurants, bars and eateries to 24 

This AW21, Selfridges is set to launch a new dining destination on the fourth floor of the Oxford Street store, welcoming Din Tai Fung and Pizza Pilgrims to its roster of restaurants. Selfridges restaurants are social spaces for customers to come together and be inspired. With curated dining destinations, Selfridges continues to transform the experience of eating and drinking by combining its commitment to creativity, sustainability, and innovation.  

Din Tai Fung and Pizza Pilgrims will join EL&N’s chic café and Bubble Magik on the fourth floor, creating a late-night destination that will be open until 11.30pm and is accessible via a dedicated express lift. The new openings, along with plant-based restaurant Adesse set to launch on the second floor in December, will bring the total number of restaurants, bars and eateries across the store to 24, expanding the Selfridges offer with even more options to dine, share and celebrate for every occasion. Din Tai Fung and Pizza Pilgrims combined will offer almost 250 additional restaurant covers.    

Selfridges has a rich history of curating destinations for all day dining and socialising. The first restaurant at Selfridges, the Palm Court, opened in 1909 located on the fourth floor and at the time was a destination like nowhere else in London. It has since seen the launch of iconic restaurants such as the Brass Rail, Brasserie of Light and Alto on the roof as well as innovative pop ups and one-off experiences including WastED, an award-winning takeover from chef Dan Barber with a menu of ‘ignored’ ingredients that would otherwise have been wasted. Opening this week (11 November) is The Great Feast at the Old Selfridges Hotel, a multi-sensory immersive food festival from founder of Street Feast Dominic Cools-Lartigue alongside chef and restaurateur Andrew Clarke from Brunswick House and The Tramshed Project and award-winning bartender Rich Woods. 

Pizza Pilgrims – 9 December 2021 

Pizza Pilgrims will be the first of the new restaurants to launch on the fourth floor of Selfridges London, bringing its ten-year experience of pizza perfection to a new sustainable 108-cover concept, with locally sourced ingredients at its heart and a menu of more than 40% Selfridges exclusives. Guests will enter through a 3-metre hydroponic basil tunnel, created in partnership with Harvest London. All pizza dough will be made with only regenerative UK wheat in collaboration with Wild Farmed, while further locally sourced ingredients will include Fior di Latte mozzarella made in the UK using local milk and a traditional Italian process, and sustainable British charcuterie from Cobble Lane Cured. 

At the table, the upholstery is crafted from fully vegan Pinatex (a leather alternative made from pineapples), whilst tabletops have been crafted from reclaimed plastic waste in a beautiful terrazzo style. The timber floors are reclaimed and the giant wall mural of the bay of Naples has been created from 2000 recycled glass water bottles. At the open-style craft beer bar, in partnership with London Brewery Gypsy Hill, drinks will be served from fully reusable kegs, with no single use packaging, whilst the newly formulated wine list features a selection of sustainable wines which are all stored in a cave in the Chiltern Hills, to reduce the need for refrigeration. 

Din Tai Fung – 22 January 2022 

Internationally renowned Din Tai Fung will open its much anticipated second London restaurant in Selfridges fourth floor destination. The 140-cover restaurant will feature a show kitchen, where you can see the magic happen. Serving up its true Taiwanese flavors, you can expect their world-famous Xiao Long Bao (Steamed Pork Soup Dumplings); delicately pleated dumplings made with 18 exquisite folds along with exclusive dishes & cocktails only available at Selfridges.  

Also coming soon… Adesse

Also set to open on the second floor is plant-based restaurant Adesse, from globally recognised and award-winning chef Matthew Kenney. Launching in the new year, the restaurant will offer innovative, elegant cuisine to enhance lifestyle and wellbeing. Adesse, meaning ‘to be present’, will have the concept of ‘presence’ woven throughout the restaurant, from the locally and seasonally sourced menus, through to the minimalistic yet elegant interior. 

David Legrand, Director of Food & Restaurants at Selfridges, says: “Adesse, Pizza Pilgrims and Din Tai Fung each offer a unique perspective on sustainable innovation, olfactory and sensory experimentation and the pleasure of being together. Each restaurant has been designed for play, with landmark attractions and unexpected details, underpinned by our ongoing Project Earth commitments.” 

From early 2022 when the new launches are in place, visitors will be able to eat their way around store, enjoying breakfast at art deco inspired Brasserie of Light, an iconic salt beef bagel from Brass Rail in the Foodhall, ice cream treats at Kith in the Designer Street Room, lunch at honey-based restaurant Hive, plant-based dining at Adesse, drool worthy dumplings at Din Tai Fung, pizza perfection at Pizza Pilgrims, Italian cicchetti at Alto on the roof or cocktails at The Fount Bar in the Accessories Hall.