The Wonder Room project was a chance to reintroduce those elements of surprise and wonder to the Selfridges and create a department store for the 21st century. Inspired by the concept of Wunderkammer and Curiosity Cabinets, the Wonder Room is a luxury gifts emporium with the energy of a souk.
The Wonder Room occupies 1,800 sqm of London finest retail space on the ground floor of Selfridges’ Oxford Street store. The key element of KDa’s design is an elegant wall of fins running around the perimeter of the room, and between these fins float crisp display cases. The idea that brands would have a uniform facade that they would all adhere to seemed a clever idea. Each brand would have beautiful open views into their concession stores, but when seen obliquely, the fins become a screen behind which the brands disappear and the focus turns to the central area of the room.......more