40 Duke: Selfridges gives shopping another room

A department store changes when the appointment becomes a destination in itself. Selfridges’ 40 Duke brought that idea into the upper floors of its London flagship.

The April 2026 archive described approximately 2,300 square metres conceived by Nice Projects, with twenty-four rooms for personalised appointments. A Duke Street entrance separated the arrival from the busy Oxford Street frontage. The distinction was architectural as well as operational.

The source placed a lounge, dining facilities, beauty spaces and exhibition areas alongside shopping. Cellar Society was associated with the restaurant and sixteen-seat bar. Hospitality did not simply follow the purchase; it helped organise the reason to remain in the building.

Simone McEwan and Sacha Leong used marble, cork and travertine within an interior that also included furniture and decorative pieces connected to The Future Perfect, Cassina and other design names. Commissioned art directed through Camden Arts Centre added another layer to the rooms.

Access was described through Selfridges’ customer relationship programme. This adaptation does not confirm present membership rules or imply that a reservation is available. It records a design proposition: the retail flagship as a sequence of private, social and cultural rooms, rather than a single uninterrupted sales floor.

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Adapted from the WAYFARER Brazil archive, first published 2026-04-16. English adaptation: 6 October 2026. This is an archival account, not a report of a new visit. Exhibitions, collections and menu details are described in their original context, not as current availability.