A 75,000 m2 department store is a big ship to turn around. The solution for Selfridges was a massive ten year refurbishment programme and the repositioning of the brand as a continually evolving experience.The result is a grand gallery in which the best of the world's products and brands are displayed.

Now 'The best names are in the bag because the best name is on the bag'

The Selfridges experience is the 'Spirit of the city' that won't stay still. People come here just to see what's going on, who's drinking in the bars or dancing in the Atrium. It's an ever changing world - the ultimate 'Day club'.