Selfridges Announces New Members' Club 40 Duke

Selfridges is shaking up London’s members’ club scene with the announcement of its offering, 40 Duke. Part-personal shopping, part-social space, 40 Duke represents the pinnacle of the Selfridges' customer universe – the VVSPs (very, very Selfridges persons) if you will.

Spanning over 25,000 square feet of the London flagship store, 40 Duke promises to reinvent London’s long-standing traditional members' clubs. Speaking about the launch, André Maeder, Selfridges' Group CEO, says that “there’s nothing like this in the world”. “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.”

40 Duke is in essence transforming the personal shopping offering at Selfridges by creating a new space reserved for VVSPs and VSPs, which include royalty, footballers and others who’ve spent a minimum of £20,000 in store. Achieving this status is the only way to gain entry, as opposed to the traditional application or admission fee. If you ask us, it’s the perfect excuse to get shopping.

There will be 60 multilingual experts on hand to offer private appointments, made-to-order services and specialist consultations across fashion, fine jewellery, watches, beauty and lifestyle categories, as well as technology, wines and spirits.

The exclusive area will include a series of social spaces: The Club Lounge (64-cover lounge with 18-seat bar), The Club Room (a 14-cover private dining space), and The Terrace (a covered outdoor 58-cover cafe/restaurant). For the cultural component of the club, there are settings available for exhibitions, events and brand activations. Judd Crane, Selfridges Executive Director, reveals: “Every element has been chosen to bring people together around the world’s most desirable products, from art and design commissions to bespoke scent and sound.”

Members will also be able to schedule beauty and well-being appointments with practitioners like Skin Design – dubbed the “Titan of Tightening” and the brand behind the facelift in a jar.

The interiors have been designed by Nice Projects, which approached the design by wanting to encourage a feeling of belonging, convey a sense of curated eclecticism through showing a variety of furniture, some custom-made, all with mixed materials. Art has been selected by Matt Williams, Curator at the Camden Arts Centre, and features over 30 works across sculpture, photography and painting.