The Wonder Room occupies 1,800 sqm of London finest retail space on the ground floor of Selfridges' Oxford Street store. The key element of KDa's design is an elegant wall of fins running around the perimeter of the room, between these fins float crisp display cases. The idea that brands would have a uniform facade that they would all adhere to seemed a clever idea. Each brand would have beautiful open views into their concession stores, but when seen obliquely the fins become a screen behind which the brands disappear and the focus turns to the central area of the room.