Retail Interior Design | The Wonder Room | Selfridges | London | Klein Dytham

Selfridges is fast approaching its 100th year in business. When Henry Gordon Selfridge founded the first store on Oxford Street, his vision was to bring wonders from across the globe to amaze and excite his customers. Back then, Selfridges department store was a place where you could find things that could be seen nowhere else. For example, the first public demonstration of television was held on the first floor of Selfridges!

The Wonder Room project was a chance to reintroduce those elements of surprise and wonder to the Selfridges and create a department store for the 21st century. Inspired by the concept of Wunderkammer and Curiosity Cabinets, the Wonder Room is a luxury gifts emporium with the energy of a souk.

The Wonder Room occupies 1,800 sqm of London finest retail space on the ground floor of Selfridges’ Oxford Street store. The key element of KDa’s design is an elegant wall of fins running around the perimeter of the room, and between these fins float crisp display cases. The idea that brands would have a uniform facade that they would all adhere to seemed a clever idea. Each brand would have beautiful open views into their concession stores, but when seen obliquely, the fins become a screen behind which the brands disappear and the focus turns to the central area of the room.......more