Today we’re talking denim – more specifically, Denim Studio, the world’s biggest denim department which is now open at Selfridges, London.
Stocking brands from Primark to Armani, the 26,000 square feet space can be found on the third floor of Selfridges as well as online.
Visitors to this huge retail space can browse the shelves or book appointments with one of the 50 “denim experts” who will help find that perfect pair of jeans, and can even arrange for the in-store denim tailor to customise for a perfect fit.
The design of the space includes an interactive table to entertain and educate customers, cunningly called “The Jeanius Bar”.
Customers who can’t make it in to the store for a first-hand experience of retail in Denim-lovers heaven, can order online using Selfridges Click & Collect service, picking up their jeans the following day if they order by 4pm. If they choose to use the Click & Collect and pick up their order from the London store, they get 30 minutes free parking and a chance to try on their purchase too.
The space is light and airy, with rows of white shelves and hanging rails. It looks straightforward but you can get an idea of just what goes into such a ‘simple’ retail space by watching the ‘making of’ timelapse video to see just what went into it.