The Corner Shop at Selfridges: takeovers built by Rule One
The Corner Shop is Selfridges' rotating concept space on Oxford Street, taken over by a different brand each season. It's one of the most visible retail spaces in London, and it has to be built fast, to a very high finish, inside a trading store.
Rule One has built a run of Corner Shop takeovers: Formula 1's 75th anniversary, built around a yellow Lotus race car; Golden Goose two years running, with Con Amore and then Frutteria; Valentino; Disney x Swarovski's Christmas windows; and Casablanca.
Send us your briefWhy Rule One
Since 2016
Ten years of builds for brands, retailers and agencies.
8,000 sq ft workshop
Built at 22 Rigg Approach, East London E10.
In-house CNC
Cut by our sister workshop, Rule One CNC.
Own transport
Delivered by our sister company, Super Logistics.
Rollouts at scale
Eight Fenwick stores across the UK in four days.
UK, Europe and Asia
Installed from Newcastle to Istanbul, delivered to Japan.
Fully insured: £10m public and product liability cover. · Built to be reused
What we build
Full takeovers
Floor, walls, fixtures and windows, built as one space, like F1 75's walnut-clad collector's lounge.
Retail joinery
Bespoke cabinetry, shelving and feature walls in solid timber with integrated lighting, as for Golden Goose.
Window schemes
Windows that match the space inside, from blacked-out pre-launch graphics to the reveal.
Hero objects
Getting the centrepiece in: the F1 car was rolled in from the street on a ramp and set on a timber platform.
How it works
Plan around the store
Access, timing and coordination with Selfridges matter as much as the build. We plan the programme around the store's rules from the start.
Build off site
Everything is fabricated and finished in our East London workshop, so the time on Oxford Street is spent installing, not making.
Install
Our crews install within the store's access window and hand over a space that feels established on opening day.
