[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. 


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.