Selfridges commissioned Universal Design Studio to create a unique, private and stylish interior for its new Personal Shopping service in its Oxford Street store. The new initiative has transform the existing area into an unparalleled ‘personal shopping’ experience with an excellent level of service, a team of dedicated personal shoppers, within a beautiful and luxurious environment.

The concept for the new 3,550 sq ft Personal Shopping service on the second floor draws on a number of inspirations, combining elements of the old and the new. From the 1920’s iconic original art deco features of the flagship London store, to more modern feminine influences such as Eileen Gray, Gio Ponti and Carlo Mollino, the new space reinforces Selfridges’ enduring commitment to contemporary design, while acknowledging the historical provenance of the store.

The reception in the Personal Shopping service mirrors the kind of welcome expected in a boutique hotel, inviting customers into an impressive yet approachable ‘concierge’-style area. It provides a sociable lounge for consultations, entertaining shoppers and their companions, as well as providing a purpose built, flexible space that can host computers and coat check for arriving guests.

One of the focal points of the area are the dressing rooms. Designed to be the ‘best dressing rooms in town’, they combine functional elements including dressing tables, triptych mirrors and display walls, with considered touches such as classic vintage one-off furniture. and key signature pieces developed with renowned design duo BarberOsgerby. The decorative details of bevelled mirrors and screens invoke a sophisticated, salon feel alongside the elegant, sleek and modern shapes of contemporary design.

Selfridges’ new Personal Shopping space provides an environment that merges hotel service, hospitality, luxury and classic design with an approachable and bespoke service.