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. 


London, October 2021: This Autumn, Veuve Clicquot, the iconic champagne house is back with its concept store at Selfridges London with Le Tram. Taking over the bar and retail space, across 50 square metres, on the ground floor, guests will be transported in Le Tram to an optimistic and retro installation. The sense of nostalgia is heightened by this year’s iteration of the Veuve Clicquot personalised bottle – Clicquot Tape.

This Christmas season, Veuve Clicquot is not only going retro, it’s going “Retro, Chic!”, a celebration of the House’s prevailing love of beautiful objects. In a world that is virtual and frenetic, we look to appreciate and taking pleasure in reminiscing that take us back to joyful times.

Inspired by the iconic cassette The Veuve Clicquot ‘Le Tram’ will be home to an intimate 10-seated bar offering a unique menu of Veuve Clicquot champagne and curated cocktails including a Pear and Ginger Mule, Belvedere Organic Infusion Blackberry and Lemongrass vodka and Eminente Rum. When seated in the bookable longue area (a specific corner of the instillation) guests can play their own song through retro speakers and be transported back to a festive moment of happiness.

That iconic throwback to the ‘70s and ‘80s has inspired the new Clicquot Tape limited edition, a true homage to the audiocassette tape. Christmas this year will have a new meaning focusing on time for connection, optimism and spending it with loved ones. For those seeking the ultimate personal statement Christmas gift, express yourself by adding a personal message, inspired by iconic song lyrics. Whatever the occasion – a get-together with friends, a gift, an anniversary, a voyage – you can evoke a shared memory, or simply let them know how much you care.  Browse from among 300 gifting messages or type your own on a retro typewriter.

The personalised label is in the shape of authentic mixtape labels and the personalised design allowing you to keep the box at home to display long after the bottle is enjoyed!

Le Tram offers a break from the busy Christmas shopping crowds to enjoy a glass of champagne whilst you wait for your personalised gifting service. Here customers will be able to pre-book exclusive tastings, one to one experiences with top bartenders, cocktails masterclasses and food pairing events. We trust you will delight in the taste of this Veuve Clicquot retro chic journey of joyful emotions.

Veuve Clicquot Le Tram at Selfridges London opens for 4 months from 4th October 2021 until end of January 2022

Veuve Clicquot Yellow Label cuvée bottle at Le Tram bar, £90

The Clicquot Personalised Tape, £59.99

Opening times:

10:00am – 09:00pm (Monday to Saturday)

11:30am – 06:00pm (Sunday)

Reservations available; walk-ins welcome

Clicquot Tape limited edition features 100% recyclable packaging, personalised bottles can also be ordered online at

About Veuve Clicquot:

Founded in 1772 in Reims, France, champagne house Veuve Clicquot colors life with audacity. More than champagne, Veuve Clicquot is an attitude that sparkles with joie de vivre, embodied by the House’s signature sunburst-yellow color. Madame Clicquot, the audaciously innovative woman known as la grande dame of Champagne, took the reins of the House in 1805, and became one of the first businesswomen of modern times. She cultivated a culture of excellence, and adopted “only one quality, the finest” as her motto. Her passion, vision, and innate sense of French art de vivre live on today in the House that bears her name. Veuve Clicquot spreads delight through its remarkable champagne range, including the iconic Yellow Label, and its joyful experiences around the world.