Focus Design Architecture was engaged by Selfridges as Executive Architect and Contract Administrator to lead the delivery of this significant and transformative project within its London flagship store.

Located on the fourth floor of the SWOD Building on Duke Street, 40 Duke represents Selfridges & Co’s most substantial capital investment in over a decade. The project involved the conversion of approximately 25,000 sq. ft of existing office space into a world-class personal shopping destination and private members’ club for a select group of high-value clients, the ‘Very Very Selfridges People’.

The vision was to create a highly personalised and discreet environment, tailored to individual client needs and expectations. Through careful coordination, technical leadership and rigorous delivery, Focus Design Architecture translated this ambition into a seamless, fully realised experience. Dedicated stylists, curated services and a concierge-led approach bring the wider Selfridges universe directly to the client, while integrated dining and hospitality allow members to move effortlessly between personal shopping, socialising and entertainment throughout the day and into the evening.

The programme includes 24 personal shopping suites and rooms, a Club Lounge restaurant, a terrace restaurant overlooking Duke Street, private dining, event spaces, lounges and multiple brand takeover areas. Together, these spaces create a layered and flexible environment, supporting everything from private appointments to evening events and curated experiences.

40 Duke now stands as the new home of Personal Shopping at Selfridges & Co, a unique, invitation-led environment where fashion, culture and socialising converge in a private, club-like setting. It introduces a refined membership model for ‘Very Very Selfridges People’, marking a significant innovation in both the personal shopping experience and the wider luxury retail landscape.