Selfridges & Paddington: Take tour of the Curiosity Shop

Best sellers come in all shapes and sizes from Cuban boots to Peruvian bears. Selfridges always captures the popular crowd-pleases, presenting them with aplomb, enjoyment and emotional experience. A retailer always with a large slice of sticky trickery tucked under its considerable commercial hat.




A Christmas Curiosity: Paddington & The Great Selfridges Shop

Capturing the moment as always Selfridges securely jumps on the Paddington band wagon, with a dedicated “Curiosity Shop” featuring all things duffly, marmaladey and beary as it creates a compelling proposition for London tourists from as far as deepest Peru.   Paddington is the winter blockbuster film, based on the children’s books of a bear who is found, and finds himself in London. Selfridges links all the elements together with wall to wall showings at its Everyman basement cinema whilst the branded shop in shop supplies the very considerably sized commercial cherry on the icing of this most emotionally compelling…

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Selfridges Cinema Paradiso: An Everyman Exclusive

It pays never to take your eyes off the showcase stage that is Selfridges Oxford Street for too long, for fear of missing an exclusive premier or the return of a timeless classic.



To illustrate the point the retailer is collaborating with Everyman Cinemas and has installed a sixty seater cinema in its basement event space which will run for the next seven months. Cinema-goers can expect a unique and intimate environment complete with seductive soft sofas and art-deco illumination.

The auditorium itself is complemented by an exclusive wine bar with the same intimate atmosphere, appropriate for aperitifs for the early-evening early arrivals, and the post-film post mortems.

In the rich vein of the new niche cinema venues each day brings a unique mix of different digital deliverables consisting of a daily diet of timeless must-sees, evenings dedicated to cult-classics, horror for the late-night hours, and weekends full of family favourites.

More than ever, Everyman in Selfridges provides the perfect antidote to multi-screen metropolises, burdened with commercial blockbusters, perpetually polluted with pop-corn and binge buckets, the banal homage to the contradiction of mass market entertainment.

So book early to avoid disappointment and take your centre stage seat for another exclusive, entertaining and undoubtedly unique Selfridges’ experience.

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Are you looking for the “out-of-box” to drive customer traffic “into your box?”

Are you maximising possible collaborations and mutually beneficial partnerships with best practice brands from other sectors?

VM-unleashed has worked with a variety of brands and retailers developing multi-channel retail and event calendars, and defining strategies for cross-category collaborations.

For more information…

VM-unleashed monitors and celebrates best practice such as Selfridges, to advise our clients and make then more profitable.

Seasonal Selfridges: Winter in a Tourist Wonderland

Christmas comes but once a year, and so do tourists. So, with this in mind, and with the usual indomitable Selfridge’s spirit, the Winter Wonderland has already arrived in anticipation of those seasonal September sales.



Globetrotters in search of gifts and glitter are falling over themselves heading for the fourth floor to immerse themselves in a world of traditional snow and sparkle, whilst the unaware walk short-sleeved through the unseasonal September sunshine.

Personalisation is literally the name of the game adding that extra urgency to pick up a unique present or seasonal souvenir, a retail reminder of a summer sojourn through the streets of London.

Top of the festive list are designer china baubles in black and white, waiting to be custom painted with your name of choice. And to celebrate that faraway special day Santa’s sacks expectantly await the personal messages and individual addresses of their lucky recipients, boldly emblazoned before our very eyes.

Identifying the dynamics of your customer, as much as the ambient Autumnal back-drop to life, is always the key to commercial celebrations. All this may leave traditionalists with a nasty November taste in their mouths, but equally provides visitors from many countries with the perfect opportunity to return home as conquering heroes, survivors of the family gift quicksand, the proud providers of politically correct and  perfectly personalised presents.

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Are you maximising the commercial opportunities of your customers seasonal buying patterns?

Should personalisation of your products be part of your armoury?


VM-unleashed has have worked with a variety of brands and retailers helping to define commercial retail calendars, and to develop assortments which satisfy the seasonal opportunities offered to every retailer.

For more information…

VM-unleashed monitors and celebrates best practice such as Selfridges, to advise our clients and make then more profitable.

“The Money of Colour”

Put your profits in the black, the blue, the green, the fuschia and even the red, but avoid a retail life of grey… As the most emotional tool in the armoury of retailers, brands and manufacturers it is still sometimes surprising how little strategy lies behind the use of colour. And for sure the ways to use colour are many & varied, from building category authority through to dazzling customers with image colour and a powerful focus on one of two seasonal hues. Ultimately it’s the logic behind the use of colour, linked to the proposition of the brand or…

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Extra-Sensory Perception: Selfridges Sniff an Opportunity

As part of the recent Hello Beautiful event extravaganza at London’s Selfridges customers were invited to explore the world of personalised perfume at The Fragrance Lab.



Individual profiling promised each participant a unique scent, created from the smells and aromas of childhood memories and adult experiences all combined, bottled and labelled with love. Dedicated window spaces and part of the Wonder Room were taken over to create a personal space that was to be, for one month, forever everyone’s own intimate part of Selfridges.
The Fragrance Lab, as always with London’s most imaginative retailer, was part of a much wider series of shows and collaborations celebrating with wider wonders of sensory beauty.

Concepts on a grand scale and experiences of an individual level, the clever combination that always make Selfridges so much more than just a 3-day eventer.


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Beautiful Windows: The Body & Soul of Selfridges

Selfridges signature statements have always been most beautifully expressed through its window campaigns.



Hello Beautiful gave the retailer another enviable excuse to pull out all the stops, crank up the creativity and delivery its most mouth-watering displays for a while. In its finest traditions, each window explored an individual concept within a wider theme, dissecting every possible angle and inspiration, before pulling everything together in the most imaginative and impeccable way possible.

Frame after frame, Hello Beautiful explored everything from eating yourself into shape, body art and colouring, the balance between nature and science, individual perfumes, the merits of the beard for men and the extremes of letting down your hair for ladies. In true interactive style, the windows also played their part in the dynamic event with a live screen relaying beauty makeovers and treatments from inside the store.

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Scratching the surface, maybe, but never did windows reflect the fuller flavour of the main course in such an appetising way.

Hello Beautiful: Selfridges Showcases its Inner Beauty

With a now customary late Spring in its Step, Selfridges strides relentlessly onwards in its role as retail event destination in London.



In a sequence of mega shows in a traditionally calm calendar month the premium department store has re-created everything from Carnival Brazil to Las Vegas Ostensicity and the celebrated BodyCraze voyerism that has been enshrined into the folk-lore of London’s lifestyle. Hello Beautiful brings to the fore the sizeable assortment of beauty brands that tread its hallowed boards, adding sparkle and magic in a month long celebration of outer and inner beauty.

A parade of pure inspiration, Selfridge windows cover every angle in beauty dust from hair extensions to food preparations, body art to mind science in its quest to unearth everyone’s beauty weak spot. A basement exclusive houses The Beauty Project where invited brands explore the future of looking good, whilst in the wonder room, marvel at the Fragrance lab where everyone is invited to explore their sense of smell, from evocative childhood memories to distinctive personal perfumes.

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Selfridges, looking good and feeling beautiful, with the help of a few fabulous friends, and the continued involvement and adoration of the populace of London.

Selfridges Denim Devolution: Browse the Pinterest Gallery

Destination denim stretched its legs and stepped out as the World’s largest dedicated denim studio.

No idle fascination this 2500 square metres throws a curved ball at the conventions of category collections with Selfridges claiming jeans from £11 to £11,000 in a range of over 11,000 pieces. Denim journeys unfold past acrobatic mannequins and parades of pillars bedecked in blue.


Follow VM-unleashed! Ltd’s board Legs 11: Selfridges Denim Devolution on Pinterest.



Twist of Fate: Louis Vuitton on a Different Level

Twist of Fate: Louis Vuitton on a Different Level




An important catalyst in the re-invention of Selfridges was the phase 1 introduction of escalator wells at either end of the store, which with the central centrepiece of lifts and existing escalators transport customers on a myriad of customer journeys exploring every corner of every floor of the world famous emporium, opening up an unparalleled assortment of brands and attractions.

A new addition to the vertical transport fraternity is the addition of the unique Louis Vuitton twisting lift joining the 2 floors of the brand in a truly innovative and intimate way. The spectacular open structure reveals a golden lift that turns serenely as it makes its way from one level of luxury to another equally unparalleled Vuitton universe.

The lift is marked by two rotating display cases that transcend the space from floor to ceiling housing the highlights of the accessories collection and forming an appropriate guard of honour for the brand patrons as they make their way up to that great label in the sky.


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