Newell and Sorrell maps out a route in Selfridges

Newell and Sorrell has been appointed to review directional signage and other aspects of corporate identity at Oxford Street department store Selfridges.

It is thought that elements such as shopping bag design account for part of the project, but that changes will not necessarily result from the review.

The store has also appointed Din Associates to create a luggage department in the east end of the store’s basement. Although Din Associates has previously designed concessions for brands trading within Selfridges, it is the first time it has worked for the department store itself.

The current project sees the luggage department move from its current location at the opposite end of the store as part of the ongoing Selfridges Masterplan redevelopment.

Further developments at the store could include staggered departmental opening hours to create a 24-hour store environment. While the main retail sections would not trade around the clock, sections such as the bakery and restaurants might drastically increase their opening hours.

See feature, page 14.