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SCOPE OF WORK

Theory at Flatiron Building

Technical drawing & development, fabrication and installation.

LOCATION: Selfridges, London

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our proyect

QUICK STORY

For the Selfridge’s retail space project featured here, we translated a refined design concept into physical form with a focus on material quality and spatial presence. The installation celebrates architectural clarity and functional elegance, enhancing the environment with a purposeful aesthetic that feels both contemporary and timeless.

 

Inspiration

Grounded in a pursuit of subtle sophistication, the design draws from a balance between refined interiors and precise spatial storytelling. Influenced by architectural discipline and retail narrative, the concept emphasizes rhythm and proportion — delivering an environment that feels curated yet welcoming.

Color & material

The material palette highlights the warmth and tactile quality of natural oak veneer, used for shelves, cabinets and back walls, bringing subtle texture and continuity throughout the space. This is contrasted with black metal elements featuring a powder-coated finish, applied thoughtfully to the rails and structural details — a combination that reinforces both durability and visual restraint.

KEY DETAIL

Design by Theory. TVU contributed with technical drawings & development, fabrication and installation, ensuring that every element responded to the intended quality standard. The interplay of oak veneer and black powder-coated metal creates an environment that is clean, structural and essential — where details are quietly precise and the overall narrative feels cohesive.

THE PROJECT

An overview of the workshops you offer and how they will benefit the visitor.

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