Selfridges has opened a 15,000 sq ft foodhall at its fourth and largest store - the centrepiece of a multimillion pound redevelopment of Birmingham’s Bullring shopping centre.

The foodhall, which goes head to head with House of Fraser’s new World of Food concept (see p42), stocks about 2,000 lines, with an emphasis on premium products from small, family-run businesses, said Selfridges head of food and catering Jean-Paul Barat.

“We have travelled the world to source new foods, but we have also worked closely with Food from Britain to identify new suppliers from the UK regions as well.”

Designed by Future Systems, the hall features unusual eat-over counters shaped into interlocking petals, a wall of wine, curved units and walls and a dark blue ceiling inspired by a theatre set with clouds hanging from white wire.

Blurring the boundaries between retail and foodservice, the hall features 10 eat-over counters including cheese and deli, oyster and seafood, a chocolate bar and a dim sum and noodle bar, where diners and shoppers can interact.

Some fresh products will be delivered direct, but the majority will go through a central distribution centre in Solihull. New lines include traditional German pretzels, wild Scottish salmon, luxury handmade chocolates and fresh pasta flown in from Italy.