Selfridges London launches new designer menswear area

Selfridges has unveiled a new designer menswear area at its London store as part of its multimillion pound ‘Menswear Masterplan’. Created in collaboration with architect Alex Cochrane, the new 290 sq m space, called Designer West, houses 12 new labels to Selfridges along with carefully selected brands such as Yohji Yamamoto and Comme des Garcons.

The new space is located on the first floor in the central atrium of the store and is anchored by three sculptural plinths, dividing the overall area in two sides of equal proportions. The floor echoes the physicality of the plinths with oversized geometrically cut stones.

A series of rails made of brass with a patinated bronze finish provide height contrasts around the central plinths, and play with the perimeter of the space.

Three blue neon strip lights are suspended from the ceiling, creating halos above the accessories on display in the fixtures below.

In addition, 11 custom-built bell jars run through the space, created to house an ongoing series of exclusive installations. For the launch of the department, British jewellery brand Hannah Martin London has created geometric landscapes of obelisk shapes and pyramid forms from DuPont Corian that sit inside each jar alongside a carefully chosen edit of the company’s work.

Terry Betts, director of menswear, comments: ‘This season we’ve recalibrated what designerwear means. The result is what we believe to be the most considered and unique offer of men’s fashion in any department store. To walk around this space will be to experience both the latest collections from revered fashion houses, and to discover new collections in amongst them. Striking that balance is something we take very seriously, and I’m incredibly proud of the integrity of the offer we’ve put together for Designer West.’

Selfridges has also launched a new shopping service especially for the male customer in search of an elevated and personalised shopping experience. The 120 sq m space, also designed by Alex Cochrane, comprises three elegant private suites, a reception area and a salon space complete with a floor-to-ceiling library.

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