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Selfridges has officially unveiled the final phase of its beauty department renovation with the opening of a restored fragrance hall at its flagship London store.
The project concludes a two-year redevelopment of the space, which originally opened in 1909. The redesign retains historical features including the 1928 bronze entrance doors and original Carrara marble floors.
Four new countertops featuring patinated brass and carbon-neutral finishes have been installed. These counters house 47 fragrance brands, including niche labels such as Mind Games, Solferino, and Born to Stand Out.
The expansion includes more than 30 exclusive scents. Heritage brands Clive Christian and Amouage are also represented within the 20th Century Beaux Arts interior.
Founder Harry Gordon Selfridge first moved perfume counters to the front of the store in the early 1900s to mask the smell of horse-drawn carriages on Oxford Street. The current layout maintains this positioning near the main entrance.
Refurbished chandeliers from 1999 and a sand-cast bronze information desk situated below an Eduardo Paolozzi sculpture also form part of the updated aesthetic. The hall serves as a gateway to the wider beauty department, which offers 200 services and consultations.
Melissa McGinnis, director of beauty buying at Selfridges, said: “Our new Fragrance Hall is a place that brings people together through scent. Customers can discover the world’s most exciting fragrance brands in the original destination first conceived by our founder in 1909, with architecture that complements the sensory experience.”
