Oxford Street with Selfridge's Department store - photograph

This view down Oxford Street, looking east from Marble Arch, is dominated by the building that became Selfridges department store. The store's flags are flying, one of which is a swastika. This ancient Sanskrit symbol, meaning the sun and good luck, became a symbol of German nationalism at the beginning of the 20th century. It was used by the German Nazi party from 1920 onwards. Next door is another Selfridge shop, owned by American Henry Gordon Selfridge. The shop opened in 1909 under the slogan 'Why not spend a day at Selfridges?' Selfridge wanted to bring a new kind of shopping experience to Britain by providing a meeting point where people could relax and socialise as well as shop. Shoppers could visit the French, German or American reception rooms or eat in one of the restaurants. There is an experimental wooden bus-stop on the right side of the road. On the left side, the bus-stop's design has been standardised. Made of cast iron, it was designed and made by the Birmingham Guild.
Production Date:
23 Feb 1923
ID no:
Transport for London

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