According to Selfridges, the new designs will see the Birmingham store look to emulate the brand’s Oxford Street flagship’s window, with Ab Rogers Design creating curved glass window displays at the main entrances from the Bullring mall, which houses the midlands store.
The Future Systems-designed Birmingham Selfridge’s building was completed in 2003.
Ab Rogers Design was tasked with maximising the flow of customers through the building and adding ‘vibrancy to the surroundings’, says Selfridge’s.
‘Selfridges Birmingham is a world-class piece of architecture’, says Ab Rogers Design.
‘Our masterplan proposal is designed to celebrate the original building design, implementing a strong, dynamic connection between inside and out’.
The consultancy’s proposals for the project focus on creating a new entrance to the store form the Mall, and making all secondary entrances ‘stronger’.
These changes aim to leave visitors ‘in no doubt that they are entering into an exceptional building… that feels fresh and alive’, the consultancy says.
Ab Rogers Design will use the building’s existing columns and atriums to punctuate the space, aiming to create a separate retail experiences that also ‘lives harmoniously’ within the buildings overall architecture.
‘Ten Commandments’ have been set out by Ab Rogers in the plans, which include ‘increase the presences and visibility of Selfridges form the main mall’, ‘create moments of visual stimulation and focal points’ and ‘create flexible flowing circulation that is a pleasure to use’.
The work is due to be completed in 2017, and will see all floors of the six-storey building redesigned.