Selfridges Oxford Street officially opened its Big British shop this morning in the store’s Concept Store.

Selfridges Concept Store, at the west end of the Oxford Street flagship, opened its Big British shop this morning with a rash of Union Jack-covered merchandise and an interior where irreverent patriotism, including a Royal family and corgis pastiche, features in the graphics and equipment fit-out.

The space will remain in place for the whole of the summer, marking the Queen’s Diamond Jubilee.

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