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400 Oxford St. , Selfridges & Co., London, England W1A 1AB, United Kingdom

When Henry Gordon Selfridge founded the department store of the same namesake in 1909, he collected objects from around the world for his customers to browse. The Wonder Room project fills 1,800 square meters on the first floor of the Oxford Street store; at any time it could include fine jewelry, watches, or rarities like a first edition of Alice in Wonderland. Architects Klein Dytham worked on this project with the goal of creating a emporium of unique luxury gifts; a wine bar on the mezzanine contains a “jukebox” of rare wines for customers to sample. 

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Wonder Room Concept Store

When Henry Gordon Selfridge founded the department store of the same namesake in 1909, he collected objects from around the world for his customers to browse. The Wonder Room project fills 1,800 square meters on the first floor of the Oxford Street store; at any time it could include fine jewelry, watches, or rarities like a first edition of Alice in Wonderland. Architects Klein Dytham worked on this project with the goal of creating a emporium of unique luxury gifts; a wine bar on the mezzanine contains a “jukebox” of rare wines for customers to sample.