Selfridges personal shopper service is redesigned

London-based interiors specialist Waldo Works has developed the project, which covers seven dressing rooms and two VIP suites, feeding off a central salon.

Waldo Works founder Tom Bartlett says, ‘Selfridges asked us to completely remodel the personal shopping area to create an inviting, yet functional environment.

‘We were granted a level of freedom that allowed us to do everything from including the library to selecting the art – a rare luxury for a commercial project.’

Shoppers will enter the space through a reception, which has walls upholstered in braided blue flannel. From here they make their way to the central salon, which is almost 500m2 and features a bar, a library and a drawing room.

Waldo Works says the salon is inspired by the ‘all-white’ drawing room at 1920s designer Syrie Maugham’s Chelsea home.

The VIP room makes reference to 1920s artist and socialite Tamara de Lempicka, while other rooms are inspired by pop star Grace Jones and designer Jeanne Lanvin.

Two dressing rooms cater for men – one with a ‘Military Man’ theme and the other with a ‘Savile Row’ theme.

Waldo works says it has aimed to develop the personal shopping space design around the idea of ‘Selfridges Woman: glamorous, headstrong and individual’.