Selfridges has completed the major revamp of the accessories hall at its London Oxford Street flagship store by opening the UK’s largest optical destination.
The 4,000 sq ft optical destination is the fourth and final stage of its multimillion revamp of its accessories hall, which is now said to be the largest in the world.
Some 2,200 eyewear styles from 50 brands are stocked in the new area, located near to the new Duke Street entrance. Around two-thirds of the styles are sunglasses but there is a major focus on optical styles and Selfridges is also offering eye examinations from a qualified optometrist using state-of-the-art technology.
The area features some new brands to Selfridges, such as Fak by Fak and Project Produkt, while others, such as Grey Ant, Retrosuperfuture and Thiery Lasry, have created exclusive styles for the department store.
A central feature is a new, dedicated Chanel area selling a special edit of sunglasses and optical frames, featuring exclusive, vintage, limited-edition and one-off items, while other big names to anchor the hall include Gucci, Prada, Dior and Linda Farrow.
Also unveiled today was the Progressive Edit, a “cutting-edge edit of handbags”, small leather goods and other items. Labels include Medea Sisters, Nita Suri and Oberkampf. Dover Street Market has also curated a dedicated area for men’s and women’s fine jewellery. It is the first Dover Street Market outpost to be located outside of one of its stores and is the first display of fine jewellery to be located outside of Selfridge’s Wonder Room area.
Overall the accessories hall at Selfridges now stretches to 60,000 sq ft and cost in excess of £300m to create.