Selfridges opens garden centre at flagship store

Selfridges London has revealed that its Accessories Hall and the store exterior on Duke and Orchard Streets has been transformed into a garden centre as part of its “Good Nature”, creative theme for 2021.

The garden centre sells gardening tools, seeds, indoor and outdoor plants and pots, as well as Selfridges’ own label compost.

It also sells a curation of fashion, lifestyle and beauty products, as well as an exclusive collection from Prada, Shakedown Garden merch from The Grateful Dead and a bespoke Selfridges merchandise.

The centre has been designed to be a social space and features a “Potting Shed” for events and advice.

Hannah Emslie, creative director, Selfridges, said: “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.

“We will be retailing plants, compost and garden gnomes alongside special and unexpected Selfridges products with a sense of fun and imagination, as we continue to explore pleasure in nature this year.”