Escalators in Selfridges Department Store, Birmingham

Visible from afar, the organically shaped exterior of the department store forms a new urban landmark and attraction. Selfridges is convinced that the appropriate presentation of wares internally will also serve to promote sales. Different architects were responsible for the design of each floor, and there are various special areas within the store. The sales levels are subject to constant changes and present a heterogeneous picture. The main elements that do not vary are the two atria and the gleaming white escalators that traverse them. These sculpturally shaped routes are clad in smooth, glass-fibre-reinforced plastic with a permanent gloss finish and with seamless joints between the elements. Bright yellow brushes beneath the lighting strips along the grey escalator steps add a note of colour.