How Can You Join The Selfridges Members Club 40 Duke?
By
2 minutes ago
A better perk than your Tesco club card.
If you’ve ever spent a Saturday exploring Selfridges’ labyrinthine floors you might think there’s absolutely nothing else that could be squeezed within its walls. Think again. The department store has unveiled 40 Duke, an expansive new members club within its London flagship. Spanning 25,000 square feet, the destination is set to be a members club meets personal shopping space, the first of its kind.
A members club with a difference, 40 Duke combines personal shopping, hospitality and membership, with dedicated spaces for shopping, dining, socialising and events. The retail element is central, so it sits somewhere between a private club, a client suite and a cultural salon.
What’s Inside?
There are 24 Personal shopping studios and suites, staffed by a multilingual team of private client managers and category specialists spanning fashion, fine jewellery, beauty and home. Beyond bespoke shopping, there are also spaces for socialising and discovery, giving the space a members club feel.
The three member areas are The Club Lounge, a chic 64-cover space with an 18-seat bar, leads into the Club Room, an intimate 14-cover dining enclave ideal for private experiences. Beyond, the Terrace, a 58-cover covered café and restaurant, invites members to unwind above the bustle of Oxford Street. Throughout these three spaces, there will be a rotation of exhibitions, brand activations, and cultural programming.
(c) Lucia Bell-Epstein
How Can You Join?
Unlike traditional membership models where fees and referrals open doors, access to 40 Duke is gained via Selfridges’ Unlocked membership programme. Holders of the coveted Very Very Selfridges Person (VVSP) status receive full access, while Very Selfridges Persons (VSP) can experience the club through personal shopping engagements or dining reservations. Unlocked levels 1–3 can explore 40 Duke via beauty and personal shopping appointments. In short; it’s about how much cash you spend in the store.
40 Duke expands Selfridges’ private client areas by more than 80 per cent. Interiors are by Nice Projects, with art curated by Matt Williams, furniture by The Future Perfect, scent by Perfumer H, and a music programme devised by DJ PAM of Office PSR to create a multilayered experience. Culinary direction comes courtesy of Cellar Society.
‘With 40 Duke, it is our ambition to create a first-of-its-kind destination for our customers,’ says André Maeder, Selfridges Group CEO. ‘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.’
View this post on Instagram
