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Selfridges' famous window displays come to Bullring

The favourite with tourists in the capital have been been launched in Birmingham as part of £20m revamp

Selfridges' famous window displays arrive in the Bullring

Selfridges' famous window displays - a favourite with tourists in the capital - have arrived in Birmingham.

Each year hundreds of thousands of tourists flock to the company's Oxford Street store in London to see the imaginative schemes which have become a tourist destination in their own right.

The displays will now be a feature at the Bullring as part of a £20 million redevelopment programme which will see the store boast a new beauty hall and a menswear revamp.

Vicki Cain, general manager at Selfridges Birmingham, said: "The arrival of windows is a historic moment for us, as it presents a unique opportunity to captivate our customers before they even set foot in the store.

"The windows at Oxford Street have a worldwide reputation for using a powerful mix of design, fashion, art and architecture and turning them into pioneering displays.

"We certainly hope to capture that same magic in Birmingham. Setting the standard for the rest of the store, our windows will create a visually dramatic entrance, elevating the shopping experience from the get-go."

Originally installed in 1909 to encourage customers to visit, the windows have become an integral part of Selfridges’ identity in London, providing a platform to showcase the most exciting exclusive product, themes and events taking place in-store.

However, unlike in the capital, the new installations in Birmingham, designed by Ab Rogers, are visible from 360 degrees.

 

 
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