Alex Cochrane – who is the husband of Selfridges creative director Alannah Weston – was brought in late last year to address the 300m space, which houses the concessions of thirteen brands.
Three ‘sculptural plinths’ designed to look like solid stone will be used to display folded garments and to divide the space, which will be officially opened on 17 September.
The floor features cut stones with a hexagonal pattern which Selfridges says gives a sense of ‘earthiness with an organic fluid feel.’
Brass hanging rails surround the plinths and a sculptural installation has been created which Selfridges describes as ‘part tree, part ship mast.’
Cochrane, who says his approach is ‘sculpture park meets retail’ also says, ‘We challenged the conventional approaches toward retail design, luxury and display.’
The display elements ‘tick the right boxes’ in terms of functionality and purpose, according to Cochrane, but are also ‘dynamic in their form, execution and materiality,’ he says.