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Selfridges opens cinema at Oxford Street store

Selfridges is opening an in-store cinema at its flagship store in London’s Oxford Street.

GENERAL MERCHANDISE

Selfridges opens cinema at Oxford Street store

Selfridges is opening an in-store cinema at its flagship store in London’s Oxford Street.

The cinema will be operated in collaboration with the independent chain Everyman and will show a range of new releases, independent titles and cinema classics.

The films will be chosen by designers from the store's Masters campaign which includes the likes of Marc Jacobs, Oscar de la Renta and Paul Smith. Some of the first films to be shown include Breakfast at Tiffanys, The Wolf of Wall Street and The Grand Budapest Hotel.

Retail design expert Michael Sheridan of Sheridan & Co said: “The important thing here is that Selfridges has always, right from the start, been dedicated to being a destination.

“This move to provide cinema is another reason to soak up the Selfridges brand through immersion, by associating a good and memorable moment through the drama, fun and experience of cinematography.

“Customers will not only enjoy the movies, but more importantly associate the activity with the location. This can only strengthen their reasons to return for all the other goods, experiences and services that Selfridges have to offer.”  

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