Mumbai: Tourists visiting London can place an almost century-old shopper''s paradise on their itinerary. Launching "The Wonder Room", the venerable Selfridges has now created what the company claims to be London''s ultimate jewellery, watches and luxury gift destination, on the ground floor of its Oxford Street.

The biggest in-store project the retailer has undertaken yet, The Wonder Room covers 19,000 sq ft of retail space, at a project cost of around £10 million. It will offer customers a unique mix of products, in an imaginative setting that will highlight the scale, magnificence and character of the original neo-classical hall.

World-class luxury brands, some new to Selfridges, like Hermes and Tiffany & Co. and Chanel are housed in an "arcade" of boutiques that run the perimeter of the room.

A wine juke box
In May 2007, The Wonder Bar was opened as a new wine and champagne destination for anything from a bottle for supper to stocking a cellar that opened ahead of the entire The Wonder Room.

In The Wonder Bar, situated on a mezzanine, customers are able to relax, watch others and taste an unprecedented choice of fine wines supplied by the latest technology - a wine "jukebox".

And that''s not all…it has 20 restaurants, bars and cafés, as well as a fantastic Food Hall, home to the famous "most expensive sandwich in the world".

According to The Wonder Room''s chief executive, Paul Kelly, "This spectacular development has positioned us on the world retail stage as the top luxury destination for UK and international customers."

Alannah Weston, creative director, says, "This extraordinary, vibrant new space with its unique product mix will create a charismatic shopping experience, whether you buy a single glass of wine or a dazzling diamond necklace."

Eric Parry Architects are the retailer''s partner for the restoration of the exteriors of the landmark building that houses The Wonder Room.

Not only do the windows on Oxford Street opened to the street allowing views and daylight into the store, new awnings and beautifully crated metalwork also restore grace and elegance to the windows and entrance.

One of the world''s prime shopping venues, Selfridges & Co was opened for business in March1909 by Gordon Selfridge, an entrepreneur and retail innovator from Chicago. It is the biggest store on Oxford Street, London, covering 6,50,000 square feet of retail space, with a treasure trove of contrasts that make it an inspiring place to shop. As visitors would probably testify, it''s hard to imagine anything more luxurious.