Selfridges to launch world’s biggest denim store


The department store Selfridges will use BrightSign players to help launch the world‘s biggest denim store at its flagship location in London‘s Oxford Street.

It has devoted four prime shop windows entirely to the digital signage, which features a number of different size Samsung screens.

‘The Best Department Store in the World‘ will expand a new Denim Studio which will offer hundreds of exclusives from £11 to £11,000, featuring Paige‘s‘ diamond-encrusted skinnies and J Brand‘s‘ Little Black Jeans.

Its most prominent window,on the corner of Oxford Street and Orchard Street, has been converted into a photographic studio featuring eight screens featuring state of the art technology. Two further windows incorporate a mixture of portrait and landscape screens delivering a live feed from Instagram showing customers wearing their own favourite denims. A final window has a looped time-lapse video and there will be a ticker tape based on an RSS feed of Selfridges own content.

Since seeing sales in the denim category grow by more than 50% over the past four years,it launched an expansion plan worth in excess of £6m two years ago.

Pierre Gillet, VP Europe at BrightSign added, “Engagement is key to appeal to the 21st century consumer, and we are excited that a leading UK integrator such as Freehand has selected BrightSign players for this project for Selfridges, one of the world‘s landmark department stores. They are renowned for their innovative window displays and we are proud that our solid state players have been chosen for use in their flagship Oxford Street store.”