We created a compelling customer experience for our client Bubble Magik’s new Selfridges’ concession


Interior Design, Concept creation

Bubble Magik at Selfridges is one of London’s leading bubble tea experts. It has a dedicated following for its  handmade drinks that use a combination of freshly-brewed, whole leaf tea, infused with fruit flavours.

bubble magik at Selfridges design sketch

Our team created the initial concept and interior design concepts for both of the brand’s first sites at Ealing Broadway Shopping Centre and Intu Lakeside Shopping Centre. We have now evolved the concept for the new 250 sq. ft. in-store concession at Selfridges.

A Selfridges concession represents a huge opportunity for this young brand to introduce an unparalleled number of discerning potential consumers to the fun of bubble tea. Our design needed to align with the more premium Selfridges’ customer as well as Bubble Magik’s unashamedly youthful, adventurous following. The new combined customer profile called for an evolved design concept that would fit neatly into Selfridges’ concession format.

Our team drew on the brand’s roots for inspiration and created a new, stimulating interpretation of the Bubble Magik brand. We abstracted tapioca – the central ingredient of bubble tea – and introduced it into the design by choosing Solus’s small penny tiles as counter cladding, complemented by a bright corian counter top. Brass finishing and illumintated graphics combine to deliver a space that is light, bright and polished: perfect for the Selfridges’ community.

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