Harry Gordon Selfridge once said "Develop imagination, throw away routine" which is what CAMPAIGN accomplished when creating the ‘Theatre of Forces’ for the new Designer Studio, situated on the 3rd Floor of the Classic East Building. Housing a unique mix of established and new-to market designers, driving the global fashion agenda for progressive, contemporary womenswear.
The Selfridges Designer Studio follows the same sensibility as a gallery space. The architectural envelope creates a holistic studio feel allowing brands to present their unique characters within the environment. The space consists of Selfridges own edit and 5 anchor brand spaces, spanning over 17,000sqft. The architectural mood is a juxtaposition of raw and exposed, contrasted with classic and refined.