Famed London department store Selfridges has announced the launch of 40 Duke – an exclusive new space that blurs the lines between members’ club, hospitality venue, cultural arena, and private shopping salon. Spanning 25,000 square feet of the Oxford Street flagship store, 40 Duke has been designed to offer guests an elevated, experience-led and immersive way of engaging with the Selfridges brand that extends beyond shopping.

Unlike a traditional members’ club, however, 40 Duke cannot be accessed by mere application or admission fee. Instead membership is granted via the Selfridges Unlocked loyalty programme – a free-to-join scheme for which members are rewarded with a ‘key’ for every £50 they spend online, in-store or at one of Selfridges’ existing hospitality venues.

Those who have attained VVSP (Very Very Selfridges Person) status, equating to 400+ keys or a £20,000 minimum spend, will be granted full access to 40 Duke, while VSP members (200-399 keys) can access 40 Duke via personal shopping appointments or reservation at its social spaces. Members of lower tiers may experience 40 Duke via personal shopping or beauty appointments.

So, once inside, what can these VIP clients expect? As well as a chic and expansive series of personal shopping studios and suites, which also offer made-to-measure and made-to-order services, 40 Duke will offer a host of new social areas. The heart of the space will be the Club Lounge, a 64-cover restaurant complete with an 18-seat bar, which is complemented by a private dining space (named the Club Room) and the Terrace, a covered outdoor restaurant seating up to 58 guests, with all menus created by Cellar Society.

The Club Room

The Showcase

Elsewhere, an elegant salon is designed for relaxing between appointments, and a number of beauty studios offer treatments spanning hair, makeup, skincare and body care, while the Inner Circle is an invitation-only space highlighting the most exclusive and unique pieces on offer at Selfridges. Finally, the Gallery, Showcase and Club Corner are multi-purpose spaces designed to showcase art, jewellery and watches, but also available for brand activations, private hire events and cultural takeovers.

Architecture and design has been overseen by lauded studio Nice Projects, which has envisioned these spaces as a series of flexible interconnecting rooms, allowing them to be reconfigured for events, exhibitions and other cultural happenings. Interiors have called on internationally-recognised brands, including Cassina, Pierre Frey, Studio Élémentaires, and Arflex, while David Alhadeff’s The Future Perfect has been enlisted to curate a series of exceptional design pieces from the likes of Volker Haug, Bocci, Axel Chay and Time & Style. This collaboration will also give 40 Duke members the opportunity to acquire and commission pieces via The Future Perfect for the first time in the UK.

Artwork is also key to the vibe at 40 Duke, with an extensive collection curated by Camden Art Centre’s Matt Williams. Spanning both site-specifications commissions and fresh acquisitions, the collection spotlights a new generation of artists working in and around London, including pieces by Okiki Akinfe, Nat Faulkner, and Turner Prize-winner Nnena Kalu.

“With 40 Duke, it is our ambition to create a first-of-its-kind destination for our customers,” says Selfridges Group CEO André Maeder. “Bringing a new and original perspective to retail, 40 Duke aligns with our legacy of cultivating shopping as recreation, and our vision to offer the aspirational lifestyle of tomorrow. There’s nothing like this in the world.”

“40 Duke is the pinnacle of the Selfridges customer experience and an unprecedented concept within retail,” adds Selfridges COO Leonie Foster. “It blends shopping and hospitality with community and culture, all within a single, innovatively conceived space. Selfridges continues to reimagine the role it can play in the lives of its customers, and we can’t wait to welcome them to 40 Duke.”

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