At Selfridges Members’ Club 40 Duke, Personal Shopping Meets Partying—and a Perfect Martini

London has a long and storied tradition when it comes to private clubs; usually, accessing those highly exclusive spaces comes with the need for a certain family lineage or hours that equate to that of a full-time job to complete the arduous application—or, more like, audition—process. At 40 Duke, VIPs become ‘VVSPs’: that’s ‘Very Very Selfridges Persons.’

Above the hallowed shop floor of the iconic London retailer Selfridges, a celebration took place for the opening of its new home for personal shopping, a suite cum members club that interweaves shopping, socializing, hospitality, wellbeing, and cultural programming. To unlock the keys to 40 Duke, you just have to shop at Selfridges or spend time in its spaces. (So eating at Din Tai Fung or going to the subterranean cinema.) And, for one Thursday night, the doors opened to host Selfridges’ friends, creatives, designers, actors, musicians, editors, and industry pros.

Guests—which included model Erin O’Connor, DJ Peggy Gou, writer Raven Smith, Industry’s Sagar Radia, Lady Amelia Windsor, Princess Julia, Rose Gray, Hot Chip, and celebrity hair stylist Sam McKnight—roamed the sprawling 25,000 square foot space, partying on the fourth floor with views that overlook central London. Its terrace, a sun-trap in the day and a lively, glittering space at night, is a rare kind of spot in this part of the city. Elsewhere, the space—its design concept led by Simone McEwan and Sacha Leong of Nice Projects—features the plush and sexily lit Club Lounge and Club Bar, beauty studios, and 24 private studios for hosting clients. Rooms melt from mustardy yellows to sky blues and oxblood reds. “We wanted to combine colors in an original way,” says Leong, “a sophisticated palette of colors that would delight and inspire and offer flexibility when experiencing different brands.”

“We envisioned 40 Duke as a ‘collector’s home,’ full of character and personality, that could host great parties,” Leong continues, “a series of connected rooms at different scales that allowed guests to explore and discover, in an organic and joyful way.” This meant collaborating with designers and makers like Floris Wubben, Piet Hein Eek, and Studio Elementaire to produce pieces including the impressive rotating light installation above the bar.

Arriving at the launch party, guests were met by Mary Stephenson’s warm and ambient art piece “One. 5, 4, 3, 2, 1” (2025), Oskar Kargruber’s striking androgynous sculpture “Untitled” (2026), and Gareth McConnell’s “Night Flower (Tokyo Return)” (2026). “The works form a subtle progression that moves from color and surface to form and then to atmosphere, shaping an environment that feels both composed and inviting,” explains curator Matt Williams (formerly of The ICA). “The effect, as many noted on the night, was a space that welcomed and held its audience, while remaining quietly in motion."

Many guests also wore pieces available and exclusive to Selfridges: Josephine De La Baume in Khaite, Raven Smith in Simone Rocha, editor Lynette Nylander in Martine Rose, Erin O’Connor in Sacai, and Susie Lau in a Ph5 dress.

And among the sips: the floral, fruity, and bone-dry signature 40 Duke martini, a fig leaf fizz, and tomatini, while a vibrant selection of food on silver platters included heirloom tomato tartar, a citrusy sea bream ceviche, cheese choux studded with black truffle, and affogato. The burrata, sourced from West London’s La Latteria, went down well, as did the caviar glossed chips. Cellar Society—who catered Kate Moss’ wedding and count Hermès and Dior among their clients—are the partners on the Club Lounge and in charge of the menu, with Julia Paterlini—formerly of Heckfield Place and Chiltern Firehouse—appointed as head chef to keep evolving the menu offering. “There’s a sense of generosity and familiarity running through the menu but with a polished, party-ready twist,” Cellar Society managing director Berie de Rougemont says of the evening’s curated lounge-style menu.

After some excitable chatter and tarot card readings, Chloe Qisha kicked things off with some synth-dappled pop, then Lykke Li took to the stage to perform new tunes like “Lucky Again” and fan faves like “I Follow Rivers,” before guests rounded off the night with some dancing to the iconic Hot Chip.

“The opening evening is very much a first glimpse into the rhythm and spirit of 40 Duke. After several years in the making, this is an opportunity to finally bring the vision to life; showcasing not just the space itself, but the team behind it, the farm to fork menu and, perhaps most importantly, what a party at 40 Duke really feels like,” says de Rougemont. Looking ahead, the summer schedule is getting busy, and as the sun pops out in London, the club’s magnificent 40-meter-long, terrace will become a focal point. While many lament the perils of physical retail, at 40 Duke, things feel like they’re connecting once again. The shop for calls, but so too do the suites—and a seat on that sun-dappled terrace. Get to racking up the VVSP points, stat!