The Oxford Street store windows reveal precedes Selfridges reopening on Monday 12 April, when customers will be able to enjoy new and unique experiences dreamed up while its doors have been closed.
These include a partnership with SoulCycle to open its first Outside Studio in the UK on Edwards Mews, behind the Oxford Street store, offering fitness enthusiasts the chance to get outside, socialise and ride in a safe environment.
Selfridges London will also see the launch of an exclusive Experience Concierge; a new gifting service offering specially curated experience packages; from floristry workshops to indulgent pampering sessions, out of hours children’s parties in the Toy department and private screenings at The Cinema at Selfridges (set to reopen soon).
The new windows represent a large-scale visual interpretation of the store’s 2021 creative theme, Good Nature, across 20 windows.
Good Nature is a celebration of pleasure in nature, conceived with optimism for a future of restoration and growth, offering visitors physical and digital experiences responding to the natural world.
Nature and escapism are at the creative heart of this new window series which playfully integrates concepts of horticulture, the great outdoors and the spirituality of nature ‘in season’. Outdoor pursuits, which have gained renewed popularity in the past few months, such as camping, climbing or foraging all feature. Other windows encapsulate symbolic elements of formal garden traditions, like mazes or topiary. Selfridges’ side windows on Duke Street are a colourful, abstract play on typical garden fixtures – including hosepipes and gnomes – against a backdrop of checkerboards and stripes, inspired by perfectly mowed lawns.
Selfridges has also commissioned up and coming British artist Jonathan Schofield to interpret Good Nature for three windows on Orchard Street. The artist’s mixed media installation features original artworks, digital screen prints and fabric banners.
The Good Nature window scheme is Selfridges most sustainable to date with the majority of materials used being recyclable or, when possible, recycled. This is in direct response to the store’s Project Earth initiative launched last August, which pledges to ensure the most environmentally impactful materials used throughout the business come from certified, sustainable sources by 2025.