DDi - March 2010 - (Page 46)

46 | Pop-artish cool 3rd Central becomes a denim and contemporary destination at Selfridges London By Vilma Barr, New York Editor S elfridges has been the elegant doyenne of retailing on London’s Oxford Street for 102 years. To attract a target market from teens to post-Boomers, a 26,000-sq.-ft. section on the third floor of the sprawling Beaux Arts-era store has totally changed its image. Now it is 3rd Central, an open and edgy backdrop for an expanded selection of 64 denim brands and high-style contemporary labels. Anita Barr, director of womenswear for Selfridges, anticipated her customer’s lifestyle while setting her own objectives for 3rd Central. “Our aim with the new space is to bring energy and excitement to the third floor,” Barr says. “We will create a real shopping destination. 3rd Central will have something for every shopper—from perfect-fit jeans to contemporary go-to labels, young British talent and the latest U.S. fashion imports.” 3rd Central occupies prime interior real estate, facing out onto the store’s main atrium. According to Barr, before its makeover, the store wasn’t keeping up with London’s sizable trend-conscious fashion constituency in the important categories of denim and trendy street and club wear. To create the new selling environment, Selfridges called in London-based design firm FAT (Fashion Architecture Taste), which had previously been responsible | March 2010

Table of Contents for the Digital Edition of DDi - March 2010

DDi - March 2010
Contents
From the Editor
Newsworthy
Greentailing
Editor’s Choice
Design Snapshot: H&M Home
Design Snapshot: The School of Life
American Eagle Outfitters
Juicy Couture
Channel Focus: Jewelry
Shopper Marketing Section
Selfridges 3rd Central
Schnucks Market
Right Light
Design Leaders 2010
In-Store Technology
Product Spotlight
GlobalShop Show Coverage
Classifieds
Advertisers
Calendar
Shopping with Paco

DDi - March 2010

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