// Selfridges has officially opened its in-store cinema at its London Oxford Street flagship
// It marks the first time a department store anywhere in the world to permanently house such a facility
// The cinemas has three screens and customers can access it from within the store or via the street
Selfridges has officially opened its in-store cinema, making it the first department store in the world to permanently accommodate such a facility.
The cinema is a three-screen complex located within Selfridge’s world-famous flagship on London’s Oxford Street.
Customers can enter the cinema from the lower-ground floor inside the department store or via direct access from the street to allow access regardless of the store’s operating hours.
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Selfridges said the venue will be run all year round, with daytime and evening timetables offering a mix of blockbusters and independent films and tickets ranging from concession rates to £20 depending on screening days and times.
The Cinema at Selfridges also features a food and beverage menu along with a priority membership scheme which includes a free ticket allowance and other benefits and services.
The cinema is the result of a partnership with independent boutique cinema Olympic Studios, which has much locations both in Barnes and Battersea.
The new cinema marks the latest effort from Selfridges to step up its customer experience offering.
Along with the usual in-store food and beverage offerings that customers come to expect from luxury department stores, Selfirdges also has an in-store skateboarding bowl.
Opened last year, the free indoor wooden skate bowl is fully-enclosed and installed to sit in the window overlooking the corner of Oxford and Duke streets.
The skate bowl forms part of Selfridges’ designer streetwear department.