Using CUBE+ at the SODA Concession in Selfridges

SODA (Selfridges, Oxford Street)

21 Feb Using CUBE+ at the SODA Concession in Selfridges

SODA (School of the Digital Age) is a destination for new ideas and innovative technology products. After having a successful pop-up shop on the lower ground floor in Selfridges Oxford Street, they wanted to move to a more permanent concession and asked WSG Interiors to help them make this a reality!  This project was all about creating a high quality retail space that met Selfridges’ stringent standards and fitted in with SODA’s fun and playful brand.


Justine Power, a key player in the fantastic WSG project management team worked very closely with SODA to gain a full understanding of their brand so we could provide a high impact solution that not only worked within Selfridges but really showed off SODA merchandise .  Once our in-house design team had designed the store and the drawings were signed off there was a rapid 2 week turnaround for the first phase.


The patterns in the laminate on the walls (see images below) were all hand done by talented WSG employees at our in-house factory.  The laminate used was specially bought in from Italy to create the exactly the finish which suited SODA and the look and feel of their brand best.

Hand Laminate detail


The old units from SODA were brought from London to our in-house manufacturing facility in Leeds.  They were then laminated and installed in Selfridges Oxford Street all within a space of 24 hours to ensure the client’s timescales were kept to and the concession could open as quickly as possible.


WSG have worked closely with SODA through each of the three phases of this project.  Each phase improved the store even more until we have finished with the fantastic result which you can see in this case study.


We incorporated parts of our versatile CUBE+ System into the concession; take a look at our CUBE+ portfolio page.  This system is one of our most flexible and makes it easy to create customised merchandising concepts.


If you are looking for someone to create bespoke furniture that perfectly fits in with your company brand, get in touch!  Call 0113 255 9098 or email us at and we will get back to you shortly.

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