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The Wonder Room at Selfridges

When it comes to luxury, the Wonder Room is top of the class. Inside this 19,000-square-foot shopping arena are all the jewels, the watches and the sunglasses to covet – and more


If it’s the details that make Selfridges a stand-out shopping destination, the Wonder Room has much to do with the department store’s success. Opened in 2007, this 19,000-square-foot neo-classical hall has drawn inspiration from the concept of the Wünderkammer (cabinet of curiosities) to create an atmosphere of luxury unlike any other. With a scattering of one-off pieces of jewellery and an arcade of premium brands, including Chopard, Chanel, Hermès and Tiffany, the Wonder Room’s unique mix of products is gaining fans all over the world.

When Selfridges opened in 1909, founder Harry Gordon Selfridge collected wonders from around the globe to amaze his customers. Today, the Wonder Room presents a new take on the element of surprise, creating a ‘cityscape’ of cabinets and towers that display watches and jewellery. There is also a concept store constantly updated with the latest must-haves from the music and literary worlds. The resulting buzz has sealed Selfridges’ reputation as the luxury destination for international shoppers.

The Selfridges story

While the Wonder Room is all about connoisseurship, its allure is founded on our instinctive love of fun and glamour. It’s all in the mix: alongside star timepieces, fine jewellery and luxury gifts are string-doll keyrings and cult toys from Japan. Alannah Weston, Selfridges’ creative director, sums up its appeal thus: ‘This extraordinary, vibrant space with its unique product mix creates a captivating shopping experience, whether you buy a single glass of wine from the Wonder Bar or a dazzling diamond necklace.’

Equally impressive is the design, which fuses the timeless and the contemporary with aplomb. Here, neat display cases are encircled by a wall of fins, and the fine jewellery, watches and customised mobile phones on offer are encased in high-gloss, lacquered blocks. Gold and silver leaf feature on the display cases too, as if to reinforce the sense of awe and fascination.

End your visit with a trip to the Wonder Bar, a mezzanine wine and Champagne stop, designed for relaxation. Whether you are looking to take home just one bottle or to stock a cellar, this comprehensive bar offers an unprecedented selection of fine wines. The best bit? The Enomatic Wine System, a wine jukebox that allows customers to serve themselves from a selection of 52 different wines. As technology goes, it doesn’t get much more wonderful than this.

Wonder Bar and Wine Shop 



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