There was a time, at the peak of COVID-19, when the appeal and the fantasy of an IRL shopping experience were lost to government-mandated lockdowns. But even before the pandemic, as e-commerce sites began to compete with traditional brick-and-mortar stores, people had already started to distance themselves from physical shops and retreat into the internet world, increasingly embracing parcels delivered to their doorstep as a stress-free alternative to the high-street experience.
40 Duke, the newly launched private members' club, luxury retail destination, and cultural hub of London's iconic department store Selfridges, goes against that shift by demonstrating that shopping is about much more than simply buying, and leaning heavily into design to prove its point.
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