One of the first major London stores to open, it is setting a precedent for how we will shop from now on. The 111-year-old store has opened with social distancing in place, as instructed by the government. Every department (aside from the restaurants, which will remain closed) is now shoppable, but only one customer will be allowed per 20m2 of retail space and the two-metre rule we’ve all come to know so well must be adhered to. Meanwhile visitors, who will have to follow an Ikea-style one-way system that will be mapped out on the store’s shiny floors, will be encouraged to wear face masks, while staff will be wearing sustainable, recycled face coverings designed by Christopher Raeburn.
The opening comes with the launch of a number of exclusive projects. Before closure the department store had an impressive Prada pop-up as well as a super-chic Burberry project space. Customers can now expect the drop of a limited-edition collaboration between Dior collaborator Daniel Arsham and Porsche and the Selfridges-only release of Loewe’s emoji-fied Smiley collection. Meanwhile the Menswear Designer Street will play host to the Kenzo x Vans collection with a takeover of The Bowl, Selfridges’ in-house skate park. On the outside, the store has had a makeover. The window displays pay homage to the NHS through posters designed by the Selfridges team members.