Selfridge shop with clients Klein Dytham designed deluxe room
Tokyo-based British architect Dytham Klein is the team behind the £ 10m Maravilla room inside the store Selfridges on Oxford Street.
The project is Selfridge’s biggest in-store scheme to date, with 1,800 sqm of retail space given over to unique designs from around the world. The Wonder Room was inspired by the store’s founder, Henry Gordon Selfridge, whose original aim was to provide his customers with new and exciting goods and experiences.
The key element of Klein Dytham’s design is a wall of white fins around the perimeter of Selfridge’s neo-classical ground-floor hall. This is intersected with glass panels and display cases, giving a uniform façade,
Shoppers have direct views into every boutique, occupied by luxury brands including Chanel, Hermes, and Bulgari. But when viewed at an angle the fins mask the shops, creating a solid wall and directing focus to other features.
The centre of the room is given over to what Selfridges describes as a “cityscape” of jewellery and watch display cabinets. High gloss lacquered blocks of various heights are arranged to create a central display area. Klein Dytham finished individual blocks in gold and silver leaf and mother of pearl, adding more “wonder” references.
To one side of the central space is the Concept Store, inspired by old curiosity cabinets, featuring an 18 m wall of sunglasses, gadgets, books and miscellany.
Klein Dytham opened up the windows on the Orchard Street side of the shop, allowing views directly in to the Concept Store and the Wonder Bar, another space connected to the main room that has been created especially for wine lovers.
The bar spreads across two levels and accommodates a wine “juke box” that allows customers to serve themselves by the glass from 52 different wines.
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