Selfridges is set to open a 37,000 sq ft Body Studio area in its Oxford Street store in April 2016, its biggest ever new development in terms of floor space.
Selfridges Oxford Street: Andrew Meredith
The new area will be dedicated to bodywear categories, including lingerie, swimwear, sportswear, sleepwear, holidaywear, hosiery and loungewear brands, doubling the volume of products available in store.
It will sit on the third floor, directly above the shoe gallery, in space formerly used for Selfridges’ head office.
The Body Studio will stock more than 100 brands, with prices ranging from £8 to £2,500. It will include a wellness cafe run in partnership with London-based chefs Jasmine and Melissa Hemsley, as well as an open-air courtyard garden.
To coincide with the new space, Selfridges will introduce the theme of “Everybody” to the store for spring 16. The theme “celebrates the body and welcomes everybody” and taps into the current zeitgeist for all things wellness-related, according to Selfridges creative director Linda Hewson.
Other creative projects unveiled for 2016 include an evolution of its Bright Young Things design talent initiative, this time focusing on sustainability under the title Bright New Things.
Selfridges has partnered with the Centre for Sustainable Fashion and will work with emerging brands that have sustainability at their core, including womenswear designer Faustine Steinmetz and menswear label Clothsurgeon.
The Oxford Street windows will feature the Bright New Things designers from January.
There will also be a celebration of William Shakespeare to mark the 400th anniversary of his death next year, paying homage to the playwright through a windows project and various in-store events, including a theatre partnership.