VIP retail: Personal service in style at Selfridges

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.

The suites are part of a new 5,000-square feet personal shopping space, or self-styled private shopping club at the store, designed as a convivial lounge area for shopping and socialising. The space has been designed by London-based interior architecture firm Waldo Works.

Retailers, particularly luxury ones, are increasingly investing in personalised customer care, while 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.