Selfridges Birmingham reveals detail of £20 million redevelopment

 

Selfridges has revealed its bold plan to transform its Birmingham store through an ambitious programme of redevelopment.

The iconic department store launched in September 2003, boasts over 800 employees in Birmingham and is home to well over 100,000 different product lines across over 700 brands. It has started to invest £20 million to make its store the ultimate shopping destination in the city with the most extraordinary product and service proposition.

Redevelopment work, which has already begun, will see every floor receive a complete overhaul by the end of 2017.

Vicki Cain, general manager of Selfridges Birmingham, said:

We are proud to be synonymous with Birmingham’s continued transformation into a world-class city and intend to retain our reputation as the city’s shopping destination of choice. Our redevelopment masterplan will see floors redesigned to further elevate the quality of the shopping experience we offer.
Level 3 will be dedicated to an exciting portfolio of young contemporary womenswear brands. Brands such as The Kooples, Sandro and Maje will sit alongside the best edits of high street fashion creating aspirational destination for affordable everyday fashion luxuries. Beauty will complete the offer on Level 3 with its revamped space and bolstered product offer.
Our new Beauty Hall, which opens in May, will boast brands that no other store in Birmingham will carry such as Shu Uemura, Illamasqua, Suqqu and RMK. Birmingham has a growing young, affluent population, many of whom are extremely savvy and passionate about beauty, fashion and premium lifestyle brands, so we intend to offer a truly outstanding and unique proposition for them.
Our offering for men is equally well thought out, with Level 2 set to become a dedicated destination where you will be able to pick up everything from the sharpest suiting to cutting edge urban street wear. Again, we will have exclusive brands you won’t be able to find anywhere else in the city, such as Michael Kors, Boy London, Sandro and Burberry.

In London, the famous 400 Oxford Street store is known the world over for its impressive and highly imaginative window schemes. As part of the plan for Birmingham, Selfridges will install curved glass window displays at the main entrances from the Bullring mall.

Mrs Cain said:

These windows will allow us to showcase our range in new and creative ways, visible from 360 degrees. We hope to bring the same magic that our London store has with its windows. In the spirit of our founder, Harry Gordon Selfridge, our mantra has been to always aim to surprise, amaze and amuse anyone who visits us.
We have already begun this programme of transformation, which will be undertaken with the store remaining open throughout. It is an exciting time for the business and I relish the opportunity to help Selfridges prepare for its next decade in Birmingham.

Selfridges commissioned Ab Rogers Design to reimagine the shop floors to maximise the flow of the shopping experience and give added vibrancy to the surroundings.

Its founder Rogers, who is also head of interior design at The Royal College of Art, said:

Selfridges Birmingham is a world-class piece of architecture and our masterplan proposal is designed to celebrate the original building design, implementing a strong, dynamic connection between inside and out.
New entrances will set the store in a dramatic frame, communicating to visitors that they are entering an exceptional retail space that feels fresh and alive. The design solution carries a strong narrative and will stimulate the eye, offering unobstructed views and clear sightlines to retail displays and circulation routes.
The existing columns and atriums are exceptional assets and will be used as landmarks to punctuate a space that cries out to be explored; a place which will deliver extraordinary moments as part of an experience that – in terms of both atmosphere and architecture – will be unlike anything in the city.

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