In February 2012, Selfridges will unveil the first phase of its transformed Womens Designer Galleries in its London store. The new Galleries are inspired by the store's neo-classical architecture. The space features an exclusive digital art gallery and next generation fitting rooms providing an elegant and contemporary backdrop for the sophisticated woman to select and personalise a high-end wardrobe.
Hidden away from the Galleries floor, high-tech fitting rooms offer the upmost privacy, serenity and natural daylight. Customers will chose from exclusive silhouettes and designer collections in an innovative and unique environment, surrounded by a constantly changing piece of digital art from British artist Daniel Brown, a pioneer in the medium who is known for his interactive installations. At the forefront of technology is the central fitting room mirror featuring three screens mounted together. The screens have built-in cameras that allow customers to capture an image or short video of themselves on each of the panels. The images can be viewed simultaneously allowing for outfits to be compared, colour decisions to be made and fit to be checked. Customers will also have the option of emailing the images for their own records, or to a friend for feedback on their choices.
"The Womens Designer Galleries at Selfridges will showcase some of fashion's most exciting designers in a creative setting that embraces the expectations of today's modern woman," says Alannah Weston, Selfridges Creative Director. "We know that our customers are sophisticated, global trend-makers and we look forward to presenting beautiful designer pieces in a serene and elegant environment."
Customer experience is a key factor in the design, but also in the development of the service offering. Bespoke texts and emails can be sent to customers based on the designer clothes they choose, their tastes and purchasing habits when new products arrive. A dedicated ready-to-wear tailor will offer customisation directly on site.
Selfridges has curated exclusive looks from the very best of British and International design houses. The Galleries will present directional collections from a hand picked selection of both new and longstanding luxury designer collections, offering customers an advanced approach to dressing, encouraging them to personalise their choices by using high fashion pieces from different designer brands in one overall look. Eight dedicated Boutiques representing Chanel, Prada, Lanvin, Céline, Alexander McQueen, Balenciaga, Givenchy and Dries Van Noten will be given an avantgarde edge through juxtaposition with the main edit featuring Haider Ackermann, Rick Owens, Maison Martin Margiela, Comme Des Garcons, Junya Watanabe, PLAY, Sacai, Ann Demeulemeester, AF Vandervorst and Gareth Pugh.
Selfridges Director of women's clothing, Sebastian Manes says, "We have been very specific in the designers we have chosen for the Womens Designer Galleries at Selfridges. The concept for the room evolved in tandem with the selection of these designers in order to offer customers the collections they will love and a place to discover exciting looks of each season."
Designed by Jamie Fobert Architects, the room will feature 10 different types of marble combined to form an eye-catching floor. "I was greatly inspired by the story of stone – how marble has been used since the time of Trajan's Column in Ancient Rome, to Michelangelo's David and even Marble Arch in London," says architect Jamie Fobert. "Upon entering the space, customers will experience a room that is minimal, but feminine and graceful, yet strong."
In celebration of the launch, Tanya Ling has developed a series of illustrations representing the modern luxury woman that will preview the space in-store. The Gallery will open in time for London Fashion Week in February 2012. Two further phases of the Womens Designer Galleries will launch in 2012 and 2013.
About Selfridges
Voted "Best Department Store in the World" at the Global Department Store Summit in New York, Selfridges London is a national institution with the most famous shop windows in the world. The Manchester and Birmingham stores bring the same creative customer experience and now Selfridges.com is positioned to create some magic online.
Across every single department, from food to fashion, home to beauty, Selfridges sets the standard for up-to-the-minute style, lasting quality and exceptional customer service, all with a dose of creativity, wit and flair.
What products can Selfridges offer? There's a unique experience for every customer at Selfridges.com. Whether you're looking for the latest designer fashion, must-have labels, mens designer clothes, gourmet chocolates, womens fashion, luxurious skincare, dresses, or mens jeans. Selfridges stocks the most-wanted brands such as Ralph Lauren shirts, G Star jeans, Paul Smith jackets, Vivienne Westwood coats and Marc By Marc Jacobs dresses alongside old favourites and world-exclusive products.
The business was founded by American entrepreneur Harry Gordon Selfridge in 1909 and was widely regarded as the first and best example of a modern department store. Gordon Selfridge ran the store himself until he retired in 1940. After several ownerships the company was de-merged from the Sears Group in 1998 and floated on the London Stock Exchange.
In 2003 W. Galen Weston purchased Selfridges and under his ownership Selfridges has become a unique UK destination for fashion, luxury and retail theatre known for its world-class yet egalitarian customer approach. In June 2010 Selfridges was named Best Department Store in the World by the IGDS (Intercontinental Group of Department Stores) and the IADS (Int women's coats ernational Association of Department Stores), a title which Selfridges holds until June 2012. Selfridges has four stores in London, Birmingham and Manchester (Trafford Centre, Exchange Square) and an online store delivering within the UK.
For more information, visit selfridges.com.
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