Discover the recently enhanced Beauty Hall of Selfridges’ Oxford Street store.
- After a year-long renovation, Selfridges unveiled the revamped Beauty Hall, offering enhanced brand visibility and navigation.
- The space highlights architectural elements with 35 tall decorative columns, echoing its Beaux-Arts façade.
- A unique ‘Beauty Spot’ for pop-up installations facilitates established and emerging brand experimentation.
- Sustainability is key, with refill options from 74 brands aiming for 45% circular transactions by 2030.
Selfridges has meticulously transformed its renowned Oxford Street Beauty Hall, following a comprehensive 12-month renovation project. Known for its blend of luxury and innovation, Selfridges has reinstated the Beauty Hall with a commitment to improving customer experiences. The renewed space now provides easier navigation and brand visibility, featuring 37 dedicated beauty counters. Among these are newly introduced brands such as Fenty Beauty, Victoria Beckham Beauty, and Rabanne Beauty, enhancing the store’s broad offering.
In a nod to its historically rich architecture, the Beauty Hall incorporates 35 decorative columns, each standing 15 feet tall, which reflect the store’s original Beaux-Arts-inspired façade. This architectural feature, combined with modern daylight-inspired LED lighting, enhances the space both aesthetically and functionally, ensuring accurate makeup application under optimal lighting conditions.
The introduction of the ‘Beauty Spot’ marks a significant innovation within the Beauty Hall. This 330 sq ft area provides a dynamic pop-up location for both established and nascent beauty brands, offering a platform for brand experimentation. Refy, a beauty brand, is the first to utilise this space, engaging customers with fresh beauty insights during its four-month residency.
Further promoting innovation, Selfridges hosts an experimental pop-up area named ‘Corner Shop’, spotlighting collections from footwear, clothing, and accessories brands. Currently, it features a collaboration between the luxury fashion brand Loewe and sportswear label On Running, following successful partnerships with notable brands like Skims and Prada.
Echoing its commitment to sustainability through the Reselfridges initiative, the Beauty Hall extends a refill service for beauty products across 74 brands, including high-end labels such as Chanel and Dior. This initiative aligns with Selfridges’ ambitious plan to achieve 45% of all transactions from circular services and products by 2030, positioning itself as a leader in sustainable retail innovation.
Selfridges’ innovative renovation of its Beauty Hall not only enhances customer experience but positions it as a pivotal player in sustainable retail.
