Selfridges Oxford Street opens permanent cinema

By

Barbara Santamaria

Published
Nov 22, 2019

This week in an industry first, a permanent cinema operated by Olympic Studios opened at Selfridges’ Oxford Street flagship store.

Selfridges said this is the first time a department store anywhere in the world has permanently opened such a facility.

The three-screen complex aims to further expand the range of services and innovative experiences customers have grown to expect from the high-end retailer. Previous and existing immersive initiatives at the store have included a boxing gym, designer corner shop and a skate bowl within the designer streetwear department.

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The cinema has made its debut with popular films such as Frozen II, Le Mans ‘66, and Star Wars: The Rise of Skywaker, with ticket prices of up to £20.

It will operate all year round, showing a mix of blockbusters and independent films. Located on the lower ground floor, it has both an internal and external entrance to allow direct access from the street.

And in true Selfridges style, the facility is fitted with the latest state-of-the-art sound and vision technologies, including Dolby Atmos surround sound and laser projection technology.

When Selfridges announced the partnership with Olympic Studios, Simon Foster, managing director, said the cinema is “a very exciting, yet natural extension to what Selfridges does, which is to provide customers with an extraordinary experience all year round”.