After a £20m investment, Selfridges Manchester Exchange Square opened their impressive New Beauty Destination last week with a soap star studded sioree in store. Now sited on the Lower Ground floor, the move from the more conventional Ground level site was a controversial one; but one that Selfridges have proved is doable.

Corrie stars sipped bubbled whilst Dionne, Amy Winehouse’s god daughter, entertained with her husky voice of fifteen years.

However, the new shopping floor was the main attraction. By ending their love affair with the Food Hall, Selfridges were able to allow Beauty to fully expand on the new Lower Ground level where accessories and jewellery could swallow the remaining Ground Level. The expected result was a static and unappealing, artificially lit basement. The reality is far from that. HKHM, the architects responsible for the glass atrium at the store’s front, have removed the floor at the Ground Level entrance where Tom Ford, Clarins and MAC were once sited. Natural light now floods from the store’s iconic glazed fascia and into the Lower Ground floor via Jo Malone and Bobbi Brown concessions.

The widening of the balconies around the escalators earlier this year also helps to improve the natural light in the lower ground area, making the new site one that cannot easily be missed. Another attribute that draws in a crowd is the beautiful art-deco inspired flooring. Evoking old New York, Sak’s Fifth Avenue glamour, the floor sets of the high gloss cabinets, and polished sales assistants, very well.

Upon setting stilettoes on the new Lower Ground floor, working in a clockwise direction, one can expect to find MAC alongside the new Fake Bake beauty salon. Continuing clock wise we hit the new Illamasqua counter and sunglasses by Tom Ford, Stella McCartney et all with jewellery. Toward the store’s front and glazed atrium, Barri Brown sits proudly with in front of a digital billboard. Perfumes neighbour Jo Malone who sits behind the new Blink Brow Bar, a continuation toward our starting point takes you past Clarins, Clinique and new additions, Suqqu and Creme de la Mer.

A successful and inspiring transformation that brings a new concept of Beauty to Manchester.

The following video explains more about the transformation:

Words by Jordan McDowell, images courtesy of Selfridges

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