SELFRIDGES

Selfridges is a chain of high end department stores and the second largest shop in the United Kingdom. I visited this fashion shop first and after only short visits in the past, was amazed at its size, the fashion it offered from high street to catwalk and how beautifully and intricately it was all presented.

BOTTOM FLOOR:-

We started from the very bottom of the store, and it instantly quietened down from where we had entered. Firstly we walked into Christmas, there were decorations on sale and Christmas goodies and displays, with music in the background, adding to its overall feel. Opposite was the Cath Kidston section, brightly coloured, next to a small, quirky cafe, a delicate cuteness about it, suitably positioned next to Kidston. The floor in general was a mixture of colour and plain white, colour appearing in certain sections, depending on what it sold, such as a gorgeous flower section, where they were displayed as if on show only. There were areas selling crookery, cooking and dining and household products. At the back of the floor was the Vera Wang wedding shop, and it felt like walking into a different world after walking past furniture sections and lighting. It was a white and cream decor, pure to the eye, a pathway through the centre guarded by two mannequins showing off two dresses. The only thing that slightly distracted from its beauty was the Customer Services desk positioned behind it. Though overall, an artistically and neatly presented pop up style shop.

The flooring varied for each section, there was granite styled tiling, marble tiling, glossy wooden flooring and the occasional carpet, adding to the homely atmosphere that dominated the floor. They were set like pathways, giving the impression of guidance along with white signs hanging from the ceilings with simple black text. The staff here were friendly but not overshadowing, allowing us to look around freely without feeling the pressure to show interest in the objects they were selling, or spend money. A pleasant, cheerful floor.

GROUND FLOOR:-

Going up to the ground floor showed a complete change in atmosphere. The music played much louder, upbeat mainstream music, suggesting a younger customer. The lighting was a lot brighter and the scenery less homely and more glamorous, with disco ball lights flashing across the walls and the ceiling, creating a club scene. The main area consisted of make-up and perfume, all brands close together so competition is fierce, proving the staff to be a lot more overwhelming. The colour palette consisted of black and white, with fancy white columns holding up the ceiling, giving the impression of some sort of great hall, classy. Leading off from the floor we reached The Wonder Room, which again changed in atmosphere drastically. The loud music stopped and a chilled, quiet mood began, with less people, due to its wealth in high branded jewellery and accessories such as Tiffany & Co. and Theo Fennel. A white marble floor circled the setting, with carpet at its centre, making me feel as if I shouldn't walk on it. Rolex, Cartier and Mo'et Champagne sections filled the room, with an odd looking play shop amongst them, brightly coloured and highly out of place, though it gave me a sense of reality. I noticed the increase in security, or perhaps they just stood out more as the crowds disappeared, but this too increased how valuable the objects for sale in the room were.

Leaving this section we walked past lots of beautifully designed bags, an actual queue coming out of the Louis Vuitton house, allowing only one or two people in at once! Carrying on we past Chanel, a homely setting, with leather chairs, and tables with books placed on them, a video screening on the wall of the latest Chanel catwalk show. This felt like a showroom designed on point to everything Chanel is about.

Walking away from the designer brands, we went up a few steps, taking us to another side of the floor, away from the hustle and bustle and wealth, taking us to street fashion. The mood changed instantly once again, though pumping music continued, but less commercial, the lighting darkened and I quickly noticed how less neat the area was, with shoes scattered on the floor and clothing not entirely in place, the type of shopping I was comfortably used to. It was clearly a section for the younger generation, much less intimidating, though closely packed together. Christmas wasn't as strongly present either, compared to the main room with its bauble decorations and fancy lights. You could see the clothing wasn't so artistically positioned, but thought had been made in their presentation.

FIRST FLOOR:-

The first floor involved menswear. The music was much quieter, giving a sombre mood, allowing you to walk around peacefully whilst shopping, perhaps men like to shop in an environment without distraction. I noticed the ceiling was much lower, though the colour palette still remained dominant of white and black, and the disco lights from the ground floor were still visible as they rose up and down between the escalators. The notice of male staff was clear, pointedly made to add to the theme of the floor, and allowing that comfort for male customers. The floor was highly sophisticated and each designer and brand section was designed and laid out suitably to the style of the clothing and what the brand or designer is all about. For example, walking into the Ralph Lauren section, we were taken into a wealthy and posh farm house, the walls covered in photographs of horses and horse riding medallion added to the decor, rich brown wood and carpeted floor, warm and homely, the place felt like a showroom and it was perfectly done. Along with Burberry, Armani and Calvin Klein, the floor was smart and neat.

SECOND FLOOR:-

Now we reached more womenswear, but designer wear. Straight away I felt strongly out of place as the wealth of the room hit you like a ton of bricks. The staff were stunningly dressed and watched you as you walked around, making me uncomfortable. The ceiling as you entered was low with coloured glass and the floor was darker, but the music remained soft. The clothing sections were sepearated neatly and the clothing for sale was spaciously presented, allowing you to see each garment reasonably well without having to touch. Carpeted floors were again presented for each house, and I still remained feeling as though I shouldn't walk on it. Moving into a different section of the floor, the flooring became wider and the lighting brightened, and music wasn't present, but the atmopshere remained the same. Reaching the centre allowed you to see the disco ball lights again, almost taking away from the poshness of the floor.

Also on this floor was the Shoe Galleries. Entering this section felt like leaving Selfridges as the entire area was covered with shoes, presented differently, surrounded by a different setting and the mood became much busier. From walking through a ghost town, we found people, suggesting it was more affordable here. There were carpeted floors here too and wooden floors, trulymaking it look like a gallery. Upbeat music started up again and the room felt younger, allowing me to relax and take interest in the shoes despite knowing I couldn't afford a pair. A large artwork display was present of a shoe made from pan lids, adding to the decor and the image of it being a gallery.

THIRD FLOOR:-

Another floor full of womenswear, along with lingerie, swimwear and a beauty salon for pampering and hair treatment. The designers involved here were more quirky and modern with brighter flooring and graphic prints. The staff were noticeably more casual in style and the upbeat music accompanied the cool atmosphere. A kid section was also present, but here there was appropiately calmer music, but it remained bright and colourful.

FOURTH FLOOR:-

The top floor moved away from clothing fashion and delved into furniture, lighting, bed and bathroom designs. The music was chilled and the surroundings were homely and sophisticated, and the quietness was apparent. It felt like being on a smaller floor due to how everything was positioned, the flooring narrower but like the bottom floor, with different tiling and carpeting. I felt this are was designed to suit the older person, buying for their homeware leisure, away from the hustle and bustle of fashion.