June 22, 2021

Would you get married in a department store?

2 min read

What could retail models of the future look like? To revive footfall and sales and attract consumers with new concepts, legendary London department store Selfridges has come up with a new service: Starting in the summer, people will be able to celebrate their wedding in the premises on Oxford Street. Couples looking for a non-traditional ceremony in an iconic location might have found their haven.

To back up the idea, Selfridges pulls up recent statistics: Over the last year, restrictions around ceremonies and receptions have halted or postponed over 150,000 couples’ plans in England and Wales – that’s over 60% of the number of weddings scheduled to happen in 2020. Newly engaged couples are struggling to find wedding venues, booked up far in advance.​ According to the Selfridges management, emerging from this is a trend for alternative, more intimate celebrations.

A newly acquired wedding license will allow ceremonies to be hosted in the grade II listed building on Oxford Street for a limited time this year, with three curated micro-wedding packages available: Just-The-Two-Of-Us, Earth Lovers and All-Out Extraordinary.

All packages will be centered around special Selfridges services, such as pre-wedding outfit appointments with Selfridges’ stylists, make-up/grooming or hair appointments, a wedding breakfast or dinner at Brasserie of Light, a private screening of a favorite film in The Selfridges Cinema or DJ set with Sink The Pink, and can be tailored to meet individual couples’ needs. The ceremonies will take place in a dedicated Wedding Suite on the fourth floor of Selfridges London, which will be made over for each wedding depending on the chosen package.

Wedding breakfasts or dinners can be booked at Selfridges' Brasserie of Light.

Photo: Courtesy Selfridges

Wedding breakfasts or dinners can be booked at Selfridges’ Brasserie of Light.

Selfridges also picks up on the theme of marriage on its regular sales floor–with a sustainable angle: As part of resale initiative Resellfridges and Selfridges’ Project Earth commitment to explore circular retail models, The Corner Shop will see a wedding takeover this August, with a specially curated collection of vintage and pre-loved womenswear, menswear and accessories for the wedding party and guests as well as those getting married. The Wedding Shop will offer bespoke gift lists and through dedicated services, customers will be able to make appointments for everything from wedding day makeovers and styling appointments to custom-made floral arrangements and canapé consultations.

“We’re driven by making our customers’ worlds brighter through unforgettable experiences. For those looking for a truly unique way to get married this summer, we’re excited to launch weddings at Selfridges. Bringing together some of our amazing experiences, we can’t wait to create custom packages in celebration of people’s love for each other,” says Rebecca Warburton, Selfridges’ director of events & customer experiences.

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