Enabling a vibrant addition to an iconic London store

On a heritage site within a conservation area, presented several challenges 






Selfridges store in London is one of the must stop shopping destinations in Oxford Street. So, when they sought to upgrade and extend their properties at numbers 388-398 they tasked us with obtaining planning permission.

How we worked together

Our teams worked together to create proposals to strip the tired and outdated building back to the frame to enable an improved retail destination, with a vertical extension providing an additional storey of office accommodation.

The site is adjacent to the renowned grade II listed Selfridges store as well as the Stratford Place Conservation Area. Our teams worked closely with the architects to develop the design of the proposed building and address comments received by the Conservation and Design Officer at the City of Westminster.

Our hands-on approach to managing public consultation and the client, helped overcome a number of challenges. These included defending the loss of a community use, challenging both daylight and sunlight objections and overturning objections from local residents.


The proposals were well received by the City of Westminster with members commenting on the high-quality design which would benefit Oxford Street. The committee granted planning permission, as recommended in the officer’s report.

The new building is a premium addition to Oxford Street and enhances the setting of Selfridges as well as other neighbouring heritage assets.

The successful scheme provides improved retail units for both retailers and shoppers on Oxford Street. 

Introducing two new smaller retail units to Duke Street will increase footfall and vibrancy to this side street at the heart of the international shopping centre within London’s West End.

On the upper floors the proposals will double the amount of office space and add a roof terrace. There will also be significant sustainability improvements and the building is wheelchair accessibile.