Superbrands set for Selfridges

Selfridges will open its new Superbrands zone at its Oxford Street flagship in October.

The trendy department store group is souping up a 16,040 sq ft (1,490 sq m) arena on the second floor with a dramatic shop fit. Shoppers enter via a red sparkling resin tunnel and will be sheltered by a fake sky that changes colour.

Superbrands will stock complete lifestyle offers from eight top designers: Alexander McQueen, Chloe, Balenciaga, Burberry Prorsum, Dolce & Gabbana, Gucci, Marni and Stella McCartney.