Selfridges Brand Boutiques
Bringing brand storytelling to life online
What’s the problem?
In Selfridges stores, Brand Boutiques capture attention through immersive environments and strong visual merchandising. However, the digital experience lacked brand personality and consistency.
Brand pages were inconsistent in design and content quality, reducing Selfridges’ luxury positioning online.
The challenge was to elevate storytelling while maintaining consistency across varying brand tiers - all under tight design system restrictions.
Dynamic, custom landing pages for top Brands
Dynamic, custom landing pages for top Brands
Dynamic, custom landing pages for top Brands
My role & process
Conducted site audit - reviewed existing pages for UX gaps and inconsistencies
Benchmarked best practice - studied competitor storytelling to identify opportunities
Observed in-store experience - Selfridges store walks to capture how luxury brands were presented offline
Collaborated with Brand Partnerships - understand brand narratives, priorities and customer expectations
Designed within constraints - adhered to the existing Selfridges Design System with no new components allowed
Balanced requirements - managed the trade-off between brand requests, technical feasibility and design consistency
Bespoke Brand listing pages for smaller brands
Bespoke Brand listing pages for smaller brands
Challenges
No new components allowed due to strict system rules & developer resource
Accommodating varying brand content quality, product ranges and expectations
Designing with restrictions imposed by an upcoming site migration
Final deliverables
This project challenged brand vision, user expectations and platform limitations.
Despite these constraints, the following outcomes were delivered.
Improved consistency across brand experiences, balancing luxury feel with system constraints
Creation of dynamic templates, allowing flexibility of pages depending on brand tier
Improved user journey with more accessible calls to action and navigation, helping users discover and shop more intuitively
Strengthened collaboration with brand, content and engineering teams, ensuring high-quality delivery