Selfridges sports redesign of first-floor department

Selfridges opened a 2000m2 sports concept department on the first floor of the Oxford Street store on Friday (29 March), targeting serious sports enthusiasts.

The space, designed by Gerrard Taylor, will feature a range of brands with the emphasis on specialist sports providers.

The department has been designed to reflect the individual needs of each sport. Features include an indoor putting green and Smartgolf simulator, a climbing wall and simulated rugged terrain to test out climbing and walking boots.

Selfridges marketing director James Bidwell says, ‘We wanted an innovative design that reflects the theatre of sport.

‘We’ve chosen authoritative concessionaires to offer an authentic experience for people who participate in sport and hope to create a department that offers everything involved in sport, from fashion to equipment.’

Gerrard Taylor was awarded the work in April 2001.

Brands represented include Nike, in a space designed by Gensler, Adidas and shoe concession Size, both in areas designed by Judge Gill Associates, and Speedo’s Checkland Kindleysides-designed area.

Checkland Kindleysides design director Clive Hunt says it wants to inject an exhibition-like feel to the concession and has developed a back-lit, translucent merchandising system.

Hunt says, ‘We felt an exhibition-style display would be more compelling than a shop-in-shop approach.

‘Speedo has two sides to the brand, beachwear and competitionwear and we have used two different finishes and colour palettes to reflect these different personalities.’

Checkland Kindleysides has been working with Speedo for more than four years and was awarded the work without a pitch.