Selfridges unveils new members’ club with bespoke beauty studio

Selfridges has unveiled its 25,000 sq ft members’ club, 40 Duke, described as “a hybrid of personal shopping, cultural programming and social space” and providing “experience-led engagement”.

Bringing together shopping, hospitality and membership for the first time, the new space has dedicated studios and suites for personal shopping appointments, private client hosting and made-to-measure order services, while ‘The Beauty Studios’ offer dedicated spaces for bespoke, founder-led beauty treatments, specialist services and “immersive experiences”.

There’s also ‘The Showcase,’ an elegant display and event space fitted with vitrines for fine jewellery and luxury watches, which will host trunk shows, tastings and curated presentations across fashion, art, design, wines and spirits.

Meanwhile, ‘The Gallery’ is a flexible space designed for brand-led activations and takeovers - allowing brands to express their identity across multiple categories, including fashion, accessories, beauty and lifestyle.

Other key areas include ‘The Club Lounge’, a 64-cover bar and lounge with an 18-seat bar; ‘The Club Room,’ a 14-cover private dining space; and ‘The Terrace,’ a covered outdoor 58-cover café/restaurant.

Balanced between “spaces to shop and spaces to socialise”, 40 Duke reflects a wider cultural shift beyond transactional retail toward more experience-driven engagement with Selfridges’ customers.

André Maeder, Selfridges Group CEO, said: “With 40 Duke, it is our ambition to create a first-of-its-kind destination for our customers. Bringing a new and original perspective to retail, 40 Duke aligns with our legacy of cultivating shopping as recreation, and our vision to offer the aspirational lifestyle of tomorrow. There’s nothing like this in the world.”

Club membership is shaped neither by subscription nor application, but “by shared taste, cultural curiosity and a desire for discovery,” and the 40 Duke community is brought together by the Selfridges Unlocked membership programme.

Holders of Very Very Selfridges Person (VVSP) status - the highest level of Unlocked - receive full access to 40 Duke. Holders of Very Selfridges Person (VSP) status will be able to access 40 Duke through personal shopping appointments and reservations across its dining and social spaces. Unlocked members at levels 1 to 3 can also access 40 Duke through personal shopping and beauty appointments.

40 Duke has been developed in partnership with a host of creative talents. Interior design is led by Nice Projects; design objects are selected with The Future Perfect; art is curated by Matt Williams; scent by Perfumer H; and music programming by Paris-based DJ PAM of Office PSR. Food, drink, and “exceptional service” will be imagined and delivered by Cellar Society through its first permanent outpost.