Selfridges has launched its new Designer Street Room, presenting luxury and street fashion in the same place. The 18,000 square foot space was designed in partnership with Jamie Fobert Architects and places a primary focus on customer experience. Blending music, unique product, a skate bowl, a men’s grooming area, and even a Land Rover Defender, Selfridges has taken cues from the ever-shifting streetwear community and blended the concept with the luxury the shop is known for.
A custom-built speaker wall is a focus of the room, while the fully-enclosed Skate Bowl will be the first of its kind. Conceptualised by The Mighty-Mighty, and installed in a corner area of the space overlooking London’s Oxford Street, The Bowl is open to the public and will create a community that celebrates the culture of streetwear.
The room’s buying strategy breaks free from traditional department store norms of season, department, and price point. The vibrant space will house flagships for Gucci, Off-White, Stone Island, A-COLD-WALL*, A Bathing Ape, Versace, and Kenzo. The luxury spaces are complimented by a highly-curated mix of cult labels such as Ambush and Fear of God, as well as a T-shirt destination housing over thirty t-shirt brands from the likes of Chinatown Market, Hey Reilly, FAMT, Midnight Studios and Blondey McCoy’s latest art merchandise.
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