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 


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.