Select Group: Apple Premium Reseller

The brief:

Past client, Select Group, reached out to MPL to build the first ever Apple Premium reseller concession in England. The concession’s location was London’s prestigious Selfridges department store, with the project bringing together multiple stakeholders. The brief included a close collaboration with Dula – Apple’s Germany-based merchandise display and manufacturing partner – as well as with Apple and Selfridges.

Our approach:

MPL was chosen for this project as we have an existing relationship with Select Group. Additionally, we have worked in both Selfridges and Harrods before, fitting out spaces for the Bang & Olufsen technology brand. This gave us a distinct advantage in terms of layout, access permissions and existing relationships.

This project was divided into five main phases: the strip out of the original concession, including the disposal of the outgoing Apple fixtures and fittings (in accordance with a strict, documented protocol): set up a temporary pop-up concession; complete all enabling works; install the new Select Group Premium Reseller fixtures and fittings, and dismantle the temporary pop-up concession.

Masters of collaboration

There is always a focus on continuity when working with a single luxury brand but when two titans of the premium space are involved, together with an international third party, collaboration is key.

Both Apple and Selfridges were keen to protect their corporate integrity and a multi-approval process was enacted. As such, MPL engaged in a number of highly-detailed meetings with both parties. Part of the collaborative process involved MPL consulting with other Apple Premium Resellers around the world, ascertaining what had worked well previously and what should be avoided.

We also formed a very close working relationship with Dula - Apple’s Germany-based merchandise display and manufacturing partner. The Dula team paid two visits to England in order to collaborate with MPL on the Cat A and Cat B stages of the fit out, cooperating with us on templating and positioning. An example of the synergy between the companies is well illustrated when looking at the product display tables. MPL’s enabling works and Dula’s precision ensured all the power and Cat 5 data cabling was channelled beneath the flooring and positioned perfectly so it could be fed through a table leg for a seamless supply.

A first of its kind concept store

This new-look concept store made its English debut in Selfridges, having been influenced by other Apple Premium stores around the world. A fresher design was to be installed, overwriting the older generation of branding and reflecting the pared-back, sleek look that Apple is synonymous with. Select Group hopes to convert more of its stores to Premium offerings, using Selfridges as the design blueprint.

Access all areas

As in our previous projects in department stores, being mindful of trading hours was paramount. It was agreed that the most disruptive work would take place after the store had closed, with only light tasks undertaken when customers were around. Additionally, MPL installed custom-made hoarding to screen off work in progress and created a pop-up shop to allow Select to keep trading during the four week fit out. MPL also worked in line with Selfridges’ strict security and access protocols to gain round-the-clock access.

Additional elements

Select Group’s Premium Apple Reseller concession features new flooring, new ceilings, new lighting, the addition of new perimeter walls, provision for CCTV, a complete redecoration and a bespoke, ceiling suspended Select sign, with internal illumination.