Selfridges Birmingham unveils new shopfront

Selfridges have installed 360 degree windows at its Bullring store in Birmingham as part of its 20 million

pound redevelopment programme.

The new storefront windows features 3.5 metre tall by 8 metre wide curve glass displays, inspired by the windows in the Oxford Street, London flagship, situated at the main entrance from the Bullring as they look to maximise the store’s presence.

Vicki Cain, general manager at Selfridges Birmingham, said: “The arrival of windows is a historic moment for us, as it presents a unique opportunity to captivate our customers before they even set foot in the store.

“The windows at Oxford Street have a worldwide reputation for using a powerful mix of design, fashion, art and architecture and turning them into pioneering displays. We certainly hope to capture that same magic in Birmingham. Setting the standard for the rest of the store, our windows will create a visually dramatic entrance, elevating the shopping experience from the get-go.”

The 360 degree windows were created by Ab Rogers Design and they form the centre piece of the store’s redevelopment programme, which aims to maximise shopper flow and add vibrancy. Other developments have included a new dedicated menswear space and revamped beauty hall.

Commenting on the window design, Ab Rogers, who is also head of interior design at The Royal College of Art, said: “We wanted to create a dramatic shop front announcing the entrance of Selfridges as a gateway to another world.

“The building is the icon of Birmingham, and we felt it deserved an equally stunning entrance. We’ve created a super-sized fishbowl, a 360 degree shop window that customers can walk around as their first experience of the store.”