Selfridges womenswear department by Neri&Hu, London – UK

May 12th, 2016 by retail design blog

Chinese studio Neri&Hu has designed the biggest-ever retail department at London department store Selfridges, dedicated to women’s underwear, sleepwear and sportswear. The Body Studio encompasses over 3,400 square metres – Selfridges’ largest-ever department – and brings together all fashion categories designed for the body, including underwear, lingerie, sleepwear, loungewear, sportswear and athletic leisurewear.

It offers fitting and personal-shopping services, as well as a beauty salon and a cafe. Neri&Hu, which has offices in London and Shanghai, was tasked with overhauling the area within the 1909 building in what Selfridges describes as the world’s most ambitious architectural transformation of a heritage department store. Founders Lyndon Neri and Rossana Hu combined Japanese and Californian design references for their concept, aiming to create an environment that was neither too sexy nor too boring.

Although presented as one department, the different types of clothing are displayed in their own spaces. Each uses similar materials in a variety of ways, particularly for furniture, fixtures and display racks. The Activewear and Athleisure space is influenced by gym and sports courts, and has fixtures made from black metal tubing and illuminated light rails. These can be cleared away and rearranged to make room for fitness classes and events.

Beachfront fences and weathered driftwood are evoked in the Sun and Swim space, where racks comprise brass frames and white-washed timber strips, and solid wood is stacked up to form accessory tables. The adjacent Hemsley + Hemsley Cafe features textured tiles, long oak tables and hanging vegetation. Backlit Japanese paper screens – known as shoji – and fabric panels provide backdrops for displays in the Loungewear area. Eastern-influenced lanterns are located above the escalators, which are surrounded by a grey terrazzo floor. Luxe Designer and Naughty Designer sections are made much darker by blue panelled walls, cage-like display cases and parquet flooring.

Photography is by Andrew Meredith

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2 thoughts on “Selfridges womenswear department by Neri&Hu, London – UK

  1. trendyinners says:

    wondering about the prices.

  2. lee says:

    like it

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