LONDON — Selfridges is making way for a display of Saudi Arabia‘s riches, with the Corner Shop set to be transformed into an “immersive destination” with more than 20 fashion, beauty and food brands highlighting the kingdom’s creativity and design talent.
Called “Saudi: Sky’s the Limit,” the destination has been created in partnership with Milaf Global, a PIF-owned company and one of Saudi Arabia’s leading food and beverage groups. PIF, the sovereign wealth fund of Saudia Arabia, holds a 40 percent stake in Selfridges and is the partner of majority owners Central Group.
The Corner Shop takeover will run from Monday until Sept. 5, and aims to highlight the kingdom’s “rich heritage, exceptional craftsmanship and spirit of innovation,” and introduce top Saudi brands to a wide international audience, and create new opportunities, according to Milaf Global.
Highlights include Lâm, the Paris bakery founded by Saudi entrepreneur Abdullatef Alrashoudi, which will bring its signature pastries to London for the first time.
The Corner Shop will also stock contemporary jewelry from Jeed; luxury fragrances from Assaf; premium wellness products by Kayanee; streetwear by 1886, and design-led homeware from Artfeena. Artisanal food brands Jazean and Ganache will also be part of the offer, as will the fragrance brand Batlah.
