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VIP retail: Personal service in style at Selfridges

By Lucie Greene 01 : 10 : 2012 Bar : Library : Characters

London – 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.

Selfridges Grace Jones room by Waldo Works, Photography Ruy Teixeira

Selfridges Lanvin room by Waldo Works, Photography Ruy Teixeira

Selfridges Military Man room by Waldo Works, Photography Ruy Teixeira

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.