I worked on 40 Duke from its earliest stages, collaborating closely with another designer to develop the identity for Selfridges’ new 25,000 sq ft private members’ space from the ground up. Together, we shaped the creative concept and visual language, from the logo, typography and colour palette through to its application across the complete member experience.
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At the heart of the identity is the 40 Duke marque, transforming the number 40 into the form of a key. The concept connects Selfridges Unlocked – the store’s membership programme, where customers collect keys – with the keys Harry Gordon Selfridge gave to customers when the store first opened in 1909. Bringing these two references together made the key a natural symbol for 40 Duke and the access it offers.
The identity was brought to life across every detail of the experience, including stationery created with Smythson, hospitality collateral, a bespoke signage system, event invitations, marketing materials and a cloth-bound guide to 40 Duke.
As part of the project, I also redesigned the wayfinding system across the entire Oxford Street store, developing a new approach that integrated 40 Duke into the wider customer journey. Collaborations extended to artist Marco Campardo on door numbers and a specialist foundry on the bronze exterior plaque. I also developed guidelines and templates to ensure the identity could evolve consistently beyond launch.
The identity received significant praise from Selfridges’ senior leadership and executive team, helping to establish a distinctive brand world for an ambitious new proposition bringing together personal shopping, hospitality, culture and community.
