Debenhams’ £25m refurbishment of its flagship London store will see a major overhaul of the internal layout as well as bold plans for a new interactive exterior.
The extensive work will include the addition of a further floor, taking the number of trading floors to seven, three of which will be dedicated to fashion.
A new designer hall is being created to house the Designers at Debenhams collections, and will include ranges from Marios Schwab, Jonathan Saunders, Preen, Henry Holland , Jasper Conran, and John Rocha.
Menswear is being moved from the lower ground floor to the first floor, with the new collection by Patrick Grant the “star attraction”.
Lingerie and women’s footwear will take the vacated basement floor, with exclusive styles from the retailer’s Faith label and ranges from designers including Henry Holland, Matthew Williamson, Jasper Conran and Jenny Packham.
In addition to lingerie lines such as Reger by Janet Reger and B by Ted Baker, customers will also be able to use the free bra fit service in a brand new suite of lingerie fitting rooms.
The lower ground floor will also feature a lounge bar with a new menu of contemporary food such as crispy salt and pepper squid with a lime aioli, oak smoked salmon on sourdough with salsa verde and a grilled halloumi, almond and courgette ribbon salad.
On the outside of the store, an innovative over-cladding system is being created by artist and sculptor Ned Kahn to create a “kinetic façade” that will move in response to the wind.
The store will remain open to customers during the year-long programme. Overall, the refurbishment is the biggest single re-development Oxford Street has ever seen.
Richard Cristofoli, Debenhams’ marketing director, said: “Our vision is to create a branded environment that redefines Debenhams in the West End and beyond, representing a vibrant and relevant concept for the future.
“Once completed, Oxford Street will be a true flagship, setting the standard in the UK as well as becoming a symbol for our international expansion.”