Creating a Dedicated Piercing Destination Within One of the World’s Most Iconic Department Stores
The
Challenge
Astrid & Miyu’s piercing service had become a key part of the brand experience, transforming jewellery retail into a more personal and memorable customer journey.
The challenge was to create a highly functional concession that could:
- Showcase jewellery collections effectively
- Accommodate professional piercing services
- Deliver privacy and comfort within an open retail environment
- Maximise a compact footprint
- Align with Selfridges operational requirements
- Reflect Astrid & Miyu’s established brand identity
The space needed to feel welcoming and premium whilst operating efficiently within one of London’s busiest retail destinations.
- Retail Design Development
- Technical Design
- Fixture Design
- Joinery Design
- Material Specification
- Manufacture Coordination
- Installation Management
- Selfridges Approval Support
- Project Management
our approach
Working closely with Astrid & Miyu, NORTHBANKS developed a concession concept centred around the brand’s signature soft pink palette and contemporary aesthetic.
The design carefully balanced retail display, customer consultation and piercing functionality, ensuring each element worked cohesively within the limited footprint.
A striking tiled feature wall was introduced to create a clear visual destination within the department store environment, whilst illuminated branding and dedicated piercing messaging enhanced visibility from multiple customer approaches. The concession incorporated a professional piercing chair, integrated sink unit, secure storage and illuminated display showcases, allowing the team to deliver services without compromising the retail experience.
The
Solution
The final design combined premium materials with highly practical functionality.
Key features included:
- Bespoke jewellery display showcases with integrated lighting
- Dedicated piercing station with professional treatment chair
- Integrated sink and hygiene facilities
- Feature penny-tile wall finished in a soft blush tone
- Illuminated Astrid & Miyu and “Piercing” neon signage
- Secure under-counter storage
- Integrated mirrors for consultation and aftercare
- Open-plan layout to maximise visibility and customer engagement
The material palette featured blush-toned finishes, terrazzo-inspired worktops and brushed metallic detailing, creating a sophisticated environment that felt unmistakably Astrid & Miyu whilst sitting comfortably within the premium Selfridges setting. The specification included a blush penny mosaic feature wall, colour-matched cabinetry and terrazzo-inspired display surfaces.
The
Result
The completed concession successfully established Astrid & Miyu’s piercing service as a destination experience within Selfridges London.
By combining jewellery retail and professional piercing services within a single integrated environment, the concession delivered:
- Strong brand visibility within a competitive retail landscape
- Enhanced customer engagement through experiential retail
- Improved operational efficiency for staff
- Increased opportunities for consultation-led sales
- A flexible format suitable for future rollout opportunities
The highly visible feature wall and illuminated branding create a strong focal point from across the beauty and accessories floor, helping attract customers whilst reinforcing Astrid & Miyu’s reputation as a leader in modern jewellery retail and piercing experiences.
Looking Ahead
As experiential retail continues to evolve, service-led environments such as the Selfridges Piercing Concession demonstrate how brands can create deeper customer connections through memorable, experience-driven destinations.
The project provides Astrid & Miyu with a scalable format that successfully combines retail, services and brand storytelling within premium department store environments.
Project Facts
Client: Astrid & Miyu
Location: Selfridges London, Oxford Street
Sector: Jewellery Retail
Project Type: Concession Design & Fit-Out
Services: Retail Design, Technical Development, Manufacture Coordination, Installation & Project Management
Special Features: Dedicated Piercing Studio, Illuminated Signage, Bespoke Display Fixtures, Integrated Consultation Space, Feature Tiled Wall
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