Selfridges Window Reveal

Selfridges has unveiled its new windows, inspired by the pleasure and optimism found in nature, and opens it doors today, 12 April, with many new and unique experiences available to customers which have been 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.

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.

Shop Selfridges in store from today or online via the Selfridges website. For more shopping options in the Quarter, visit our directory.