VIP retail

Selfridges has developed a novel concept in its personal shopping suites; a series of themed character rooms, each inspired by famous style icons of the past.

Called ‘the Personal Shopping salon’, each of the seven themed and two VIP suites is dedicated to a different stylish woman, from 20s siren Tamara de Lempicka, to singer Grace Jones and fashion designer Jeanne-Marie Lanvin. The suites filter out from a central salon, or ‘drawing room’, inspired by 20s legend Syrie Maugham’s Chelsea home, complete with a bar and a library.

Retailers, particularly luxury ones, are increasingly investing in personalised customer care, whilst injecting social and cultural aspects into their retail spaces. Selfridges’ own take, a whimsical character theme, also fits with how brands are increasingly embracing storytelling, fantasy and theatre in new store and marketing concepts.