Ab Rogers Design was Lead Designer on the interior refurbishment of the iconic Selfridges department store in Birmingham. The project was set around Levels 2 and 3: Menswear, Womenswear and Beauty.

The studio undertook full master-planning of Levels 2 and 3: new circulation, navigation strategies and concession area layout in addition to structural internal façades incorporating new display store entrances.

For Level 3 the studio completed base-build finishes – flooring and ceiling treatments – in addition to mechanical and electrics – high-level services and lighting layout. Alongside full design and fit-out of: in-store concessions for Fragrance; Beauty Workshop (Blow Bar, Blink and Nail Bar); Treatment Rooms; Sunglasses; Denim Studio; Fit Studio, Casual Edit and in-store promotional landmarks; in addition to ‘white box’ design for all Level 3 external brand concessions and Level 3 car park entrance with new Click-and-Collect customer area.

The lighting concept is expressed with LED projectors Yori. With its orientability it allows to perfectly enlighten the goods showcased on the displays. It creates accents, highlighting colours and materials in the garments and accessories on show, enhancing them thanks to the high colour rendering index (CRI>90) of the latest generation LEDs used

The minimal and elegant design in the black finish used gives a discrete impact on the ambient, as the luminaires perfectly integrates in the store ceiling.

The overall effect is functional to improve the customer’s in-store experience and represents also an eco-friendly choice due to the energy saving possible with the correct implementation of these fixtures.