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Selfridges Lift/Elevator

Museum of London Modern Galleries

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Selfridges Lift/Elevator

Selfridges Lift/Elevator

© Museum of London
This beautiful, bronze lift was installed in Selfridges in 1928. By the 1920s Selfridges was the most glamorous department store in London, attracting millions of shoppers a year and boasting the longest shop front in the world. American shopping magnate Gordon Selfridge had opened his Oxford Street store in 1909, amazing Londoners with a series of in-store events and spectacular window decorations. Among Selfridges' novelties were the uniformed young women who operated these lifts.

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