Spread over 25,000 square feet, the size of the new denim department is five times bigger than Selfridges’ existing denim space. Conceived as one-of-its-kind in the world, the Denim Studio will introduce the most dynamic specialist denim experience that will invite the customer to shop across a huge price spectrum. The new space will also offer world-first concepts and exclusive products that span the full denim spectrum, alongside casual and sportswear collections.
Design of the Denim Studio combines clean elegance with texture. The space is resonant with lava stone display tables, large-scale billboards and degradé acrylic grid fixtures set against a feminine pastel and grey backdrop. The original Selfridges architecture has been retained and infused with windows to introduce natural light into the space. A glowing blue beam cutting across the floor welcomes the customer and leads her onto the ‘denim’ journey.
The Denim Studio features a Primark self-service checkout created especially for Selfridges and ends with an exclusive flagship boutique for the ultimate luxury denim label, J Brand. The huge retail space is complimented by The Fit Studio, which will consist of 18 fitting rooms and the first denim dedicated Personal Shopping suite and events space.
At the centre of The Fit Studio, a digital ‘jeanius bar’ will engage and entertain with bespoke digital content including lookbooks, brand biographies and fit guides. This has been conceived as a social space where women are encouraged to share, interact and enjoy the shopping experience. It will also feature a lounge area with a library and Selfridges’ special selection vending machine. The Fit Studio will be overseen by a team of 30 experts.
The Denim Tailor offers two hour alterations across every brand. The store will also host special projects on ‘The Platform,’ a stage for curations, collaborations and exclusive brand launches and previews.
The Denim Studio’s personal shopping experience has also been extended to its website, Selfridges.com, where with its new “click & try” function, customers can browse brands and styles online at home. The selection would be ready for the customer for try-outs at the store.
The department stocks over 11,000 pairs of jeans ranging from over 60 brands from Primark to J Brand, Levi’s to Christopher Kane. It includes high street, heritage, premium, contemporary and designer labels. Every brand from the Denim Studio portfolio has been asked by Selfridges to create exclusive pieces to celebrate the opening of this new retail environment.
