Selfridges is shaking up its confectionery hall

Selfridges is introducing 50 new brands and 200 new products in a revamp of its confectionery hall.

The first phase of the project will happen later this month. Selfridges will open a concession for Belgian chocolatier Pierre Marcolini, who has built a name selling chocolates containing unusual ingredients such as pear and sandalwood.

The existing Maison du Chocolat concession will also be given a makeover and 30 new own-label lines will be added to the range, including British pudding-themed fudges.

In the new year, a wide range from US confectioners It’Sugar will arrive in store including oversized gummy bears and a marshmallow gun.

The layout and design of the hall will be updated gradually over the coming months. Selfridges said it wanted to improve the navigation and create more opportunities for interaction with staff. “White metro tiles are used with corian and metal detailing, with hints of colour used for candy fixtures moving towards neutrality as the space progresses from fun candy to serious chocolate,” said Selfridges design manager Bethan Gallagher.