Inside the unhurried world of 40 Duke, Selfridges' new private members' club

High above the shop floor of the Oxford Street flagship, 40 Duke weaves together personal shopping, hospitality, wellbeing and cultural programming into an exclusive new space, one that only holders of the Very Very Selfridges Person (VVSP) status and other top membership tiers hold the key to.

London has long written the rulebook on private members' clubs. What it has lacked, until now, is somewhere that pairs that same unhurried ease with the serious retail infrastructure to match. 40 Duke, which opened in April this year, fills that gap, dedicated entirely to the store’s most devoted clientele.

So, what can you expect? Accessed via a discreet entrance on Duke Street with a further entrance connected to private parking coming soon, guests will find 24 Studios and Suites for personal shopping, private client hosting, and made-to-measure and made-to-order services. Surrounding them is a collection of interconnected social and cultural spaces: The Club Lounge, a 64-cover lounge with a 16-seat bar; The Club Room, an intimate 14-cover private dining space; and The Terrace, a covered outdoor café and restaurant, which can seat up to 58 guests.

The interiors, led by London studio Nice Projects, draw on an eclectic international roster while David Alhadeff’s The Future Perfect has been enlisted to curate a series of design pieces, many available to acquire or commission for the first time in the UK.

Food and drink are in the hands of Cellar Society, making 40 Duke their first permanent restaurant outpost. Wellbeing, meanwhile, sits at the heart of the space: a carefully chosen group of practitioners, among them Skin Design London, offering personalised, founder-led treatments designed to support balance, focus and restoration.

As Selfridges' Executive Director, Buying & Brand, Judd Crane, puts it: "We wanted 40 Duke to feel like home for our customers, with a character unmistakably Selfridges." Through this, the retailer makes the case for something no algorithm can replicate: human connection, thoughtful curation, and a genuinely considered customer experience.

Membership & Access

The doors to 40 Duke open to Selfridges Unlocked members at the Very Very Selfridges Person (VVSP) and Very Selfridges Person (VSP) level, whose long-term loyalty places them within Selfridges' innermost circle. VVSPs enjoy full access to everything 40 Duke offers, while VSPs enter through personal shopping appointments and reservations across the dining and social spaces.

For valued clients of 365 Aviation, access will be extended by personal invitation. Please contact a member of the team at charter@365aviation.com for more information.

40 Duke is open now at Selfridges London, 400 Oxford Street. Learn more about the space and membership programme here.