Selfridges London Accessories Hall and the store exterior on Duke and Orchard Streets has been transformed into a Garden Centre, a playful, sensory response to a boom in outdoor appreciation.
The Garden Centre sells gardening tools, seeds, indoor and outdoor plants and pots and Selfridges own label compost. It also sells a curation of fashion, lifestyle and beauty products, as well as an exclusive collection from Prada, an exclusive Shakedown Garden merch from The Grateful Dead and a bespoke Selfridges merchandise featuring puns such as Herb Your Enthusiasm or Horti-Couture, for gardening and fashion enthusiasts alike.
The Garden Centre is a social space celebrating the pleasure of growing and green power, and the sense of well-being nature gives. Within the Garden Centre, The Potting Shed is a destination for events and advice, with a resident gardener (plus a virtual “dial-a-gardener” service) and a programme of workshops, experiences and happenings which explore the pleasure and positivity that gardening brings, while promoting practical skills and sustainable methods.
“A garden centre is evocative but familiar, and has provided rich inspiration for our teams, literally and creatively. We know our customers are more interested in gardening and greening than they have ever been – and so we are playing with the idea by bringing the essentials of a typical garden centre to our stores,” explains Selfridges Creative Director, Hannah Emslie.
