Selfridges will unveil a new-look men’s formalwear department at its Oxford Street flagship at the end of September.

The 15,070 sq ft area – the culmination of a two-year project – will feature branded shop-in-shops including designer brands Richard James and Etro, as well as the first Dolce & Gabbana formalwear shop.

The project, created by consultancy HMKM, involves restoring the floor’s original features with the intention of creating a greater sense of openness and better sightlines.

The design has reinstated the decorative columns and ceilings dating from 1924, as well as uncovering the Oxford Street windows to allow daylight in through lacquered screens.

The central retail space will use full-height decorative metal screens to provide a backdrop to the merchandise. The screens will follow the pattern that was used for the art deco lift fronts from 1927.

Selfridges will complete the revamp ahead of competitor Harrods, which is due to finish the overhaul of its menswear department at the end of October.

Separately, Selfridges has promoted Anita Barr to the role of director of womenswear and childrenswear. Previously, Barr was contemporary and designerwear buying manager.

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