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Selfridges, Oxford Street

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structured so that goods could be made more accessible to customers. There were elegant restaurants with modest prices, a library, reading and writing rooms, special reception rooms for French, German, American and "Colonial" customers, a First Aid Room, and a Silence Room, with soft lights, deep chairs, and double-glazing, all intended to keep customers in the store as long as possible. Staff members were taught to be on hand to
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In 2002, Selfridges was awarded the London Tourism Award for visitors' favourite London store. Selfridges was named world's best department store in 2010, and again in 2012. It claims to contain the UK's largest beauty department, and Europe's busiest doorway which siphons 250,000 people a week past
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Selfridges has a history of bold art initiatives when it comes to the window designs. When the building opened, Harry Selfridge initiated a "signature" window which was signed by all of the stars and famous people who came to shop at the store. This was cracked in the first bombing during the blitz,
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There are two levels of basement beneath the lower-ground shop floor: the 'sub' and the 'sub-sub'. Combined, these descend 60 metres (200 ft) below street level. These two areas are then split into two more areas: the dry sub and sub-sub, and their "wet" equivalents. The wet area is beneath the
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hit the Red Lion pub on the corner of Duke Street and Barrett Street. A canteen in the SWOD basement area (see above) was massively damaged, with eight American servicemen killed and 32 injured, as well as ten civilian deaths and seven injuries. In the main building, ruptured water mains threatened
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The final design of the building completed in 1928, although classical in visible style and frontage, was thoroughly modern in its steel frame construction. In part due to new schools of architectural thought emerging apart from the classical schools, and in part due to the close proximity of World
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Selfridges' 27 Oxford Street windows have become synonymous with the brand, and to a certain degree have become as famous as the store and the Oxford Street location itself. The windows consistently attract tourists, designers and fashionistas alike to marvel at the current designs and styling and
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The roof terrace hosted terraced gardens, cafes, a mini golf course and an all-girl gun club. The roof, with its views across London, was a common place for strolling after a shopping trip and was often used for fashion shows. As with much of central London during World War II, Selfridges suffered
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Opened on 15 March 1909, the store was built in phases. The first phase consisted of the nine-and-a-half bays closest to the Duke Street corner, a site of 250 feet (76 m) wide on Oxford Street by 175 feet (53 m) along Duke Street. The floor heights averaged 15 feet (4.6 m), and the
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At that time, women were beginning to enjoy the fruits of emancipation by wandering unescorted around London. A canny marketer, Selfridge promoted the radical notion of shopping for pleasure rather than necessity. The store was extensively promoted through paid advertising. The shop floors were
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Selfridge decided to invest £400,000 in building his own department store in what was then the unfashionable western end of Oxford Street, by slowly buying up a series of Georgian architecture buildings which were on the desired block defined by the surrounding four streets: Somerset, Wigmore,
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was set up on the third floor in 1932, attached to one of the building's main stanchions, unaffected by traffic or shoppers. It recorded the Belgian earthquake of 11 June 1938 which was also felt in London. At the outbreak of war, the seismograph was moved from its original site near the
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pile foundations, supporting a steel frame which holds all of the internal walls and the concrete floors. Bylander designed in additional supported internal walls, as LCC would not approve store areas above 450,000 cubic foot (13,000 m) due to the then approved
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only from the 1930s onwards, by the mid-20th century many architects looked at Selfridges as if it were pre-historic in design, accepted just because Harry Gordon Selfridge wanted to advertise his business with a confident display of classicism in stone.
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SIGSALY, and while the Food Hall was the only department that did not need cleaning, Selfridges' shop-front Christmas tree displays were blown into Oxford Street. By 2010, only three of the four major pre–World War II Oxford Street retailers—Selfridges,
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warehouses, Bylander then agreed changes which enabled greater spans within lesser beam dimensions due to the use of steel over stone. Bylander designed the entire supporting structure which was approved by the LCC in 1907, with a steel frame based on
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original nine-and-a-half bays closest to the Duke Street corner of the 1909 building. The "dry" is under the rear of the building, known as the SWOD after the surrounding four streets – Somerset, Wigmore, Orchard and Duke – that once enclosed it.
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lifts were out of service until post-WW2, and the signature window was shattered – Harry had the ground floor windows bricked-up. The roof terrace reopened again for the first time since in July 2011, for a promotional event staged by
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The main entrance and all of the bays to its left were added some 18 years after the store first opened, using a modified construction system. The complete building opened fully in 1928, and resultantly through the use of supporting
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window frames to a maximum size of 19 feet 4 inches (5.89 m) by 12 feet 0 inches (3.66 m), means that both the Oxford Street and Duke Street frontages are made up of more glass than stone or iron works.
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In December 2012, Selfridges acquired the 100,000 square feet (9,300 m) Nations House office building from Hermes, which is located immediately behind its Oxford Street store in Wigmore Street, for around £130m.
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assured readers that the "apprehension...occasioned in some quarters" was unfounded, and that Selfridge's would provide competition in "fair straightforward ways consistent with the highest principles of progressive
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department store in Chicago. Unimpressed with the quality of existing British retailers, he noticed that the large stores in London had not adopted the latest selling ideas that were being used in the United States.
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During restoration work in 2002, the scaffold was used to carry the largest photographic artwork ever produced, 60 feet (18 m) tall by 900 feet (270 m) long and weighing two tons. Created by
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regulations, many of which were removed 20 years later in light of new legislation. Bylander submitted a 13-page fully illustrated account of the design of the building to
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In 2011, the Weston family bought 388–396 Oxford Street, which is located immediately to the east of the Selfridges building across Duke Street, on which fashion chain
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was engaged to build the structure's steel frame. As the building was one of the early examples of steel frame in the UK, Bylander had to first agree to appropriate
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skyscraper), to work on an extension to the 1909 department store. The project could feature a hotel as well as office space, or additional retail space.
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The bomb on 17 April 1941 destroyed only the Palm Court Restaurant, venue for the rich and famous. However, at 11 pm on 6 December 1944, a
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War I, the building was seen as the last of the great classical buildings undertaken within the UK. Although the UK was late in adopting
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A scheme to erect a massive tower above the store post-World War I was never carried out. Harry Selfridge also proposed a subway link to
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the privilege of having the number "1" as its own phone number, so anybody had to just dial 1 to be connected to Selfridge's operators.
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The new store opened to the public on 15 March 1909, employing 1,400 staff, setting new standards for the retailing business.
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Since 2002, the windows have been photographed by London photographer Andrew Meredith and published in magazines such as
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observed that, when one called on Selfridge, he would have nothing on his desk except one's letter, smoothed and ironed.
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proponent combined with modern building technique, who was also respected for his department store designs. He created
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appearance. The distinctive polychrome sculpture above the Oxford Street entrance is the work of British sculptor
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Sweeney, Christopher; Page, Jeannette; Elliott, Keith; Ensor, Patrick; Hillmore, Peter (29 January 2016).
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designed an art installation themed as "The Big British Tea Party", which included a cake-themed 9-hole
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after the entry of the United States into the conflict, from 1942 the dry sub-sub SWOD was used by the
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steel panels, the scale of the glass panes within the main entrance could be greatly enlarged.
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lookalikes in the windows. The resultant display brought traffic to a standstill, with the
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became Creative Director after the purchase by her family in 2003, she approached artist
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initial structure contained nine passenger lifts, two service lifts and six staircases.
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finally insisting they stop the project because it was clogging up Oxford Street.
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Selfridges department store was designed by American architect and urban planner
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In 1906, Harry Gordon Selfridge travelled to England on holiday with his wife,
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in New York City. The building was an early example in the UK of the use of a
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The European Cities and Technology Reader: Industrial to Post-Industrial City
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team calculate that 20% of business-winning trade is from the windows. When
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from 7 September 1940, and in 1941 and 1944. After the heavy bombing of the
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chain of department stores, which was in turn taken over in 1965 by the
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to another part of the store. In 1947, the seismograph was given to the
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serious damage on a number of occasions during the 57 nights of the
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In 1941, Selfridge retired. In 1951 the store was acquired by the
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Michael Beare BSc CEng MICE FIStructE CARE Eur Ing (July 2010).
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Thomas S. Hines, Burnham of Chicago, (1974) U. of Chicago Press.
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code-scrambling device connected to a similar terminal in the
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In early 2012, Selfridges commissioned Italian architect
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English Shops & Shopping: An Architectural History
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American architect Francis Swales, who trained at the
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Grade II* listed buildings in the City of Westminster
1088:"How Selfridges gets the tills jingling at Christmas" 1742:. PropertyMall.com. 18 February 2000. Archived from 263:
540,000 square feet (50,000 m) of selling space
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Still the headquarters of 1020: 1018: 3695:Tourist attractions in the City of Westminster 1507: 1376: 3730:Beaux-Arts architecture in the United Kingdom 3725:Military communications of the United Kingdom 1999: 1865: 1671: 1505: 1503: 1501: 1499: 1497: 1495: 1493: 1491: 1489: 1487: 1433: 1050: 1048: 948:, in 2003 the chain was acquired by Canada's 428:American-trained Swedish structural engineer 2068:Hungerford Bridge and Golden Jubilee Bridges 1815: 1813: 1711:(online ed.). Oxford University Press. 1511: 1410: 1081: 1079: 1054: 1015: 728:as part of their UK launch. In Summer 2012, 684:customers, but not too aggressively, and to 491:, the final design was highly influenced by 1667: 1665: 1406: 1404: 1402: 1400: 1398: 1396: 1372: 1370: 1368: 1366: 1335: 613:, to enable secure communications with the 3710:Buildings and structures completed in 1909 2006: 1992: 1872: 1858: 1821:"London's Selfridges buys office building" 1484: 1212: 1166: 1164: 1124: 1045: 995: 993: 991: 695:Selfridge also managed to obtain from the 577:. The building had one of the only secure 388: 1810: 1210: 1208: 1206: 1204: 1202: 1200: 1198: 1196: 1194: 1192: 1085: 1076: 477:École Nationale Supérieure des Beaux-Arts 2266:All England Lawn Tennis and Croquet Club 1662: 1542: 1461:"Selfridge's / The Gala Week of Opening" 1393: 1363: 1339:Britain: Modern Architectures in History 1273: 1271: 1269: 818: 795:Parts of Selfridges were damaged in the 661: 648: 523: 1708:Oxford Dictionary of National Biography 1538: 1536: 1534: 1514:"The Blitz: Oxford Street's store wars" 1161: 1120: 1118: 1116: 1114: 1112: 1110: 1108: 988: 461:Concrete and Constructional Engineering 3677: 3107:Shaftesbury Memorial Fountain ("Eros") 1692: 1298: 1189: 2277:Crystal Palace National Sports Centre 1987: 1853: 1266: 1024: 511:. The final frontage, through use of 3097:Monument to the Great Fire of London 2013: 1531: 1105: 3077:Crystal Palace transmitting station 1823:. retail-week.com. 22 December 2012 1467:. London. 13 March 1909. p. 4. 1254:. Dictionary of Scottish Architects 1244: 628: 18:Department store in London, England 13: 1315:National Heritage List for England 1029:. Businessweek.com. Archived from 1025:Clegg, Alicia (13 December 2005). 719:bombers – after which the store's 653:Two days before opening, an ad in 14: 3746: 1838: 1676:. Creative Review. Archived from 1674:"Wordplay in Selfridges' windows" 1672:Mark Sinclair (2 February 2012). 1512:Ronan Thomas (6 September 2010). 1477:J.A.Gere and John Sparrow (ed.), 1411:Kate Riordan (10 November 2006). 1377:Antony Clayton (8 October 2020). 801:Provisional Irish Republican Army 589:. Initially used by U.S. General 1766:"Selfridges UK expansion capped" 1702:"Clore, Sir Charles (1904–1979)" 1699:Richard Davenport-Hines (2004). 1658:– via www.theguardian.com. 1567:"The Truvia Voyage of Discovery" 811:concession on to Oxford Street. 29: 1784: 1758: 1732: 1643: 1625: 1607: 1581: 1559: 1481:, Oxford University Press, 1981 1471: 1453: 1427: 1329: 823:Selfridges window display, 2009 519: 1152: 615:President of the United States 440:, requiring amendments to the 1: 3720:World War II sites in England 2959:Royal Mews, Buckingham Palace 2692:BAPS Shri Swaminarayan Mandir 1086:Tim Adams (2 December 2012). 1055:Nick Collins (14 June 2010). 982: 644: 528:Selfridges at Christmas, 1944 466:LCC (General Powers) Act 1909 367: 2288:Queen Elizabeth Olympic Park 1725:UK public library membership 1310:"Selfridges Store (1357436)" 1171:Kathryn A. Morrison (2003). 955: 915: 560: 7: 2179:Brentford Community Stadium 2157:Odeon Luxe Leicester Square 1589:"The Big British Tea Party" 1545:"Selfridges, Oxford Street" 1027:"Hot Shops: Retail Revamps" 10: 3751: 3685:Retail buildings in London 2717:St Margaret's, Westminster 2659:Victoria and Albert Museum 1479:Geoffrey Madan's Notebooks 971:(responsible for London's 814: 762:Bourne & Hollingsworth 760:—survive in retail, while 669: 3514: 3463: 3368: 3310: 3301: 3289:St Bartholomew's Hospital 3226: 3125: 3044: 3011:Citigroup Centre (London) 2971: 2931: 2898: 2889: 2815: 2762: 2755: 2677: 2619:National Portrait Gallery 2537: 2446: 2391: 2373:Theatre Royal, Drury Lane 2308: 2254: 2245:Tottenham Hotspur Stadium 2165: 2137: 2126: 2033: 2022: 1953:John Lewis & Partners 1888: 1217:David C. Goodman (1999). 1175:. 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It was designed by 3654:Tottenham Court Road 3173:King's Cross station 2944:Hampton Court Palace 2707:Regent's Park Mosque 1336:Alan Powers (2007). 1223:. Psychology Press. 837:visual merchandising 666:Selfridges nameboard 599:US Army Signal Corps 591:Dwight D. Eisenhower 434:building regulations 3715:Subterranean London 3659:Victoria Embankment 3481:Horse Guards Parade 3143:Blackfriars station 3057:ArcelorMittal Orbit 2996:20 Fenchurch Street 2986:One Churchill Place 2954:The Queen's Gallery 2772:Fortnum & Mason 2737:Southwark Cathedral 2732:St Paul's Cathedral 2594:Imperial War Museum 2557:Churchill War Rooms 2429:Royal Festival Hall 2368:Shakespeare's Globe 2247:(Tottenham Hotspur) 2241:(Charlton Athletic) 1963:Marks & Spencer 1923:Fortnum & Mason 1903:British Home Stores 1434:Patrick D. 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3222: 3121: 3117:Wellington Arch 3102:Nelson's Column 3052:Albert Memorial 3040: 3006:Broadgate Tower 2991:8 Canada Square 2963: 2927: 2900: 2891:Royal buildings 2881: 2819: 2811: 2751: 2673: 2654:Tower of London 2599:Madame Tussauds 2542: 2533: 2464:Bank of England 2438: 2404:Brixton Academy 2387: 2323:Apollo Victoria 2304: 2257: 2250: 2233:Stamford Bridge 2223:(AFC Wimbledon) 2187:(Leyton Orient) 2173:Wembley Stadium 2166:Football stadia 2161: 2129: 2122: 2113:Waterloo Bridge 2108:Vauxhall Bridge 2093:Richmond Bridge 2025: 2018: 2012: 1982: 1977: 1943:House of Fraser 1884: 1878: 1841: 1836: 1826: 1824: 1819: 1818: 1811: 1801: 1799: 1790: 1789: 1785: 1775: 1773: 1764: 1763: 1759: 1749: 1747: 1746:on 4 March 2012 1738: 1737: 1733: 1722: 1697: 1693: 1683: 1681: 1670: 1663: 1648: 1644: 1631: 1630: 1626: 1613: 1612: 1608: 1598: 1596: 1587: 1586: 1582: 1572: 1570: 1565: 1564: 1560: 1550: 1548: 1541: 1532: 1522: 1520: 1510: 1485: 1476: 1472: 1459: 1458: 1454: 1444: 1442: 1436:"Sigsaly 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Selfridges 977: 966: 959: 950:Galen Weston 919: 907: 901: 895: 891: 885: 879: 875: 869: 863: 861: 834: 830: 826: 805: 794: 778: 746: 705:London Blitz 701: 694: 685: 681: 678: 675: 654: 632: 571:World War II 568: 564: 550: 543: 535: 531: 520:Construction 474: 472:structures. 459: 427: 392: 383: 371: 326: 325: 315:Designations 273:Architect(s) 229:</ref> 221:. Retrieved 217:The Guardian 216: 96:Town or city 56:Open, in use 15: 3594:King's Road 3539:Bond Street 3534:Bishopsgate 3421:Kew Gardens 3312:Royal Parks 3254:Kew Gardens 3092:Marble Arch 3087:London Wall 3021:Heron Tower 3016:The Gherkin 2973:Skyscrapers 2832:Brent Cross 2820:and markets 2802:Peter Jones 2649:Tate Modern 2479:County Hall 2256:Other major 2221:Plough Lane 2209:Loftus Road 2181:(Brentford) 1776:12 February 1750:21 February 1684:21 February 1595:. July 2012 1321:21 February 1258:16 November 1068:21 February 969:Renzo Piano 930:Sears Group 897:Design Week 835:Today, the 786:Post Office 781:seismograph 493:John Burnet 456:fire safety 423:steel frame 419:Wanamaker's 409:in Boston, 249:Floor count 243:Steel frame 146: / 121:Coordinates 3735:Selfridges 3679:Categories 3624:Piccadilly 3436:Trent Park 3325:Green Park 3320:Bushy Park 3269:London Zoo 3082:London Eye 3045:Structures 2949:Kew Palace 2932:Unoccupied 2807:Selfridges 2568:Cutty Sark 2504:Old Bailey 2447:Government 2383:Vaudeville 2239:The Valley 2199:(Millwall) 2026:structures 1973:Selfridges 1727:required.) 1518:BBC London 983:References 946:Birmingham 942:Manchester 884:Magazine, 849:Tony Blair 758:John Lewis 749:V-2 rocket 740:sponsored 734:crazy golf 672:Selfridges 645:Operations 583:US Embassy 505:Beaux-Arts 451:blue brick 399:Beaux-Arts 368:Background 327:Selfridges 260:Floor area 179:1909-03-15 163:Selfridges 134:0°9′9.46″W 75:Beaux-Arts 24:Selfridges 3664:Whitehall 3619:Park Lane 3579:Haymarket 3554:Cheapside 3340:Hyde Park 3274:Oxo Tower 3126:Transport 3026:The Shard 2792:Hatchards 2756:Retailing 2586:HMS  2544:galleries 2484:Guildhall 2353:Palladium 2333:Criterion 2295:(cricket) 2284:(cricket) 2235:(Chelsea) 2205:(Arsenal) 2017:landmarks 1827:3 January 1802:3 January 1599:4 January 1573:4 January 1551:5 January 1523:5 January 1465:The Times 1445:3 January 1419:5 January 1415:. TimeOut 1355:4 January 1290:4 January 1236:4 January 1144:4 January 1097:5 January 973:The Shard 956:Expansion 932:owned by 922:Liverpool 916:Ownership 742:tea house 655:The Times 561:Basements 513:cast iron 436:with the 411:Wanamaker 3604:The Mall 3559:Cornhill 3249:BT Tower 3036:Tower 42 2338:Dominion 2328:Coliseum 2310:Theatres 2293:The Oval 2273:(rowing) 2193:(Fulham) 2147:BFI IMAX 1770:BBC News 1593:Time Out 774:Niketown 770:Burton's 721:Art Deco 709:West End 621:and the 539:spandrel 407:Filene's 190:£400,000 38:frontage 3524:Aldwych 3516:Streets 3465:Squares 3062:Big Ben 2797:Liberty 2782:Harrods 2777:Hamleys 2588:Belfast 2539:Museums 2348:Old Vic 2318:Adelphi 2301:(rugby) 2197:The Den 2139:Cinemas 2035:Bridges 1968:Morleys 1958:Liberty 1938:Hoopers 1928:Harrods 1918:Fenwick 1037:26 June 926:Lewis's 924:-based 815:Windows 603:SIGSALY 569:During 415:Gimbels 362:Harrods 360:(after 223:26 July 177: ( 114:England 110:Country 85:Address 3649:Strand 2343:Lyceum 2282:Lord's 2130:venues 2015:London 1898:Beales 1721: 1346:  1227:  1179:  1135:  938:Oxford 726:Truvia 682:assist 339:London 195:Client 169:Opened 100:London 53:Status 3369:Other 3303:Parks 3227:Other 2764:Shops 2409:ExCeL 2392:Other 1385:2 May 881:Frame 871:Dwell 865:Vogue 595:SHAEF 579:telex 481:Paris 329:is a 205:Owner 77:with 1829:2012 1804:2012 1778:2012 1752:2012 1686:2012 1601:2012 1575:2012 1553:2012 1525:2012 1447:2012 1421:2012 1387:2021 1357:2012 1344:ISBN 1323:2012 1292:2012 1260:2008 1238:2012 1225:ISBN 1177:ISBN 1146:2012 1133:ISBN 1099:2012 1070:2012 1039:2009 1009:2018 944:and 876:Icon 851:and 807:the 764:and 756:and 715:and 686:sell 487:and 417:and 374:Rose 345:for 225:2024 187:Cost 88:400 61:Type 3467:and 2541:and 1713:doi 697:GPO 585:on 479:in 337:in 3681:: 1812:^ 1768:. 1705:. 1664:^ 1654:. 1635:. 1617:. 1591:. 1533:^ 1516:. 1486:^ 1463:. 1438:. 1395:^ 1365:^ 1312:. 1268:^ 1191:^ 1163:^ 1107:^ 1090:. 1078:^ 1059:. 1047:^ 1017:^ 990:^ 940:, 906:, 900:, 894:, 890:, 878:, 874:, 868:, 792:. 744:. 641:. 358:UK 307:, 303:, 299:, 252:9 215:. 104:W1 102:, 2007:e 2000:t 1993:v 1873:e 1866:t 1859:v 1831:. 1806:. 1780:. 1754:. 1719:. 1715:: 1688:. 1639:. 1621:. 1603:. 1577:. 1555:. 1527:. 1449:. 1423:. 1389:. 1359:. 1325:. 1294:. 1262:. 1240:. 1185:. 1148:. 1101:. 1072:. 1041:. 1011:. 227:. 181:)

Index


Oxford Street
Department store
Beaux-Arts
Ionic columns
Oxford Street
London
W1
England
Coordinates
51°30′51.04″N 0°9′9.46″W / 51.5141778°N 0.1526278°W / 51.5141778; -0.1526278
Selfridges
Harry Gordon Selfridge
Central Group
"Selfridges comes under full control of Thailand's Central Group"
Steel frame
Daniel Burnham
Sven Bylander
Francis Swales
R. Frank Atkinson
Thomas Smith Tait
Gilbert Bayes
Grade II* Listed
Grade II listed
Oxford Street
London
Daniel Burnham
Harry Gordon Selfridge
Selfridge & Co.
department stores

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