The looks and feel of the space aims to convey a sense of ‘beach life’, according to GP Studio, using brightly coloured materials and fabrics.
The department features a lounge area alongside the product displays, and also has a beach accessories section.
Gregor Jackson, partner at GP Studio, says, ‘Our design transports the customer to the beach clubs of St Tropez whilst staying true to the department store¹s key values. The design captures the essence of beach life and brings a little sunshine to Oxford Street.’
The space is laid out to resemble a beach promenade, with colours inspired by the ‘glamour of the Rivieria’, according to GP Studio. Bright colours and textures are used against a neutral backdrop, with areas of light and shadow aiming to create a sense of ‘contrasts’ throughout the space.
The flooring uses soft white sun-bleached wooden planks, with warmer timber used for the display units.
Sebastian Manes, director of womenswear and accessories at Selfridges, says, ‘The space is clean, which allows the product to be visible but with texture so it feels warm at the same time.’