Selfridges reopens with an array of festive in-store experiences


Selfridges has reopened its four UK stores in London, Birmingham and Manchester as and unveiled a range of festive in-store experiences in the run up to Christmas.

‘Non-essential’ stores, such as Selfridges, are allowed to reopen today (2 December) as England’s second lockdown comes to an end.

Four weeks after Selfridges launched its Christmas windows, the stores are fully decked out with Christmas gifts and festive displays as customers are welcomed back through its doors.

From now until Christmas, the stores will be filled with new product launches and collaborations, alongside Christmas experiences and events for customers to enjoy, including DJs, Selfridges elves and Santa.

Today also marks the opening of the London store’s first-ever outdoor Christmas Market – a unique open-air destination which aims to deliver a “foodie paradise” in partnership with Street Feast.

Selfridges London is set to launch its first-ever ‘gaming destination’. Exclusive to the store, Playhouse by Smartech in the Corner Shop will stream digital gaming into a high concept destination.

The store will also launch a new Fendi Café, an Insta-friendly coffee and cocktail destination; Prada Holiday, for exclusive gifting ideas; and Hive, Selfridges’ new permanent restaurant, a concept designed as an ode to honey.

Selfridges says it has introduced smart, timesaving services to speed shopping along, including its renowned Elfridges gift advice service and a full calendar of Christmas events in-store and online at

Meave Wall, stores director of Selfridges, said of the reopening: “We have been so pleased to see how customers have embraced gift shopping online with us however we are delighted to welcome our customers back to store for the Christmas rush. There is nothing quite like the festive fun and excitement of a visit to Selfridges, and we have pulled out all the stops to ensure everyone who comes through our doors will find what they are looking for and more, whilst being thoroughly entertained in the process.”

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