Inside Selfridges Garden Center – with collections from Prada
London’s most stylish garden center – otherwise the world – opened this week at Selfridges & Co.
The department store transformed its London Accessories section into a fun sensory utopia to promote Good nature, their creative theme for 2021. This plant lover’s paradise also flows to Duke and Orchard Street, which surrounds the iconic shopper’s paradise, bringing botanical beauty to the heart of the capital.
Selfridges also extended the concept to its Manchester and Birmingham stores, which also launched this week. We have found the hottest destination for modern garden ideas in the UK.
The Garden Center offers everything enthusiasts could wish for for their urban gardens and flowered balconies – from seeds for cocktail ingredients – to indoor and outdoor plants that will fill our spaces with greenery in the most elegant way possible. However, the center also showcases more unconventional elements, most notably its range of exclusive Prada and Ganni themed clothing – housed in a Ganni greenhouse. It’s Selfridges, after all.
While we are inevitably drawn to its botanical gems, our new and unexpected obsession is with Gary the Gnome, who wears Gentle Monster sunglasses and a Bottega Veneta shirt. Gary – who is drenched in Selfridges yellow paint – is among the merchandise for sale.
Thus, we can bring this designer gnome into our exteriors, despite the national gnome shortage.
The Selfridges Garden Center also has a ‘potting shed’ that doubles as a workshop space where green thumb enthusiasts can participate in expert-hosted events from this week through July 11. Highlights include a Garden for good discussion with Livingetc very own garden columnist, Poppy Okotcha, and a 1-2-1 with Selfridges resident gardener Angela Maynard.
“A garden center is evocative but familiar and has been an inspiration to our teams, literally and creatively,” says Selfridges Creative Director Hannah Emslie.
“We know our customers are more interested in gardening and greening than ever before. And so we are playing with the idea by bringing the essentials of a typical garden center to our stores, ”she adds.
Selfridges Garden Center is now open in London, Manchester and Birmingham. Find out more and listen to their garden-inspired playlist via their website.