Selfridges unveils garden centre at London store
Selfridges London has transformed its accessories hall and store exterior on Duke and Orchard Streets into a garden centre as part of its Good Nature creative theme for 2021.
The centre will sell a range of gardening tools, seeds, plants, pots and the retailer’s own label compost. Customers can also select from a range of fashion, lifestyle and beauty products, as well as an exclusive collection from Prada, Shakedown Garden merchandise from The Grateful Dead and bespoke Selfridges products.
Selfridges said the centre has been designed to be a social space and features a “potting shed” where a programme of workshops and , experiences events will be held. In addition, customers can get advice from a resident gardener and virtual “dial-a-gardener”.
The retailer will also “green up” Oxford Street with a grow bag installation in front of the store’s historic canopy entrance.
Selfridges creative director Hannah Emslie said. “A garden centre is evocative but familiar, and has provided rich inspiration for our teams, literally and creatively. We know our customers are more interested in gardening and greening than they have ever been – and so we are playing with the idea by bringing the essentials of a typical garden centre to our stores. We will be retailing plants, compost and garden gnomes alongside special and unexpected Selfridges products with a sense fun and imagination, as we continue to explore pleasure in nature this year.”
