This department store on Oxford Street has an important historic value since its opening meant the start of American marketing in Europe. When Harry Gordon Selfridge opened the doors, the country still didn't know the peculiar way in which its shops used to decorate the windows, or its tactics such as putting the perfumes near the entrance to guarantee the senses a good first impression. Even today, you can go in if you want to feel looked after and served, as you are in the first place on the continent where you, the customer, is always right. Its shopping galleries are filled with the brand shops which make up the fashion trends in the world. This obsession of being bang up-to-date is even obvious when you look at the outside of the store, since the design of its buildings, as Selfridges has been growing and opening new subsidiaries in other parts of the country, have been photographed for magazines and press like Vogue, Frame or the New York Times. When you look for them, don't worry, you'll recognise them instantly.
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