The Denim Studio, which officially opened last week, in Selfridges on Oxford Street, is claimed to be the first and the largest space of its kind in the world at over 26,000 sqft.
Bigger than two Olympic swimming pools, or over half the size of a football pitch, the space has been conceived to address the specific needs of women looking for the perfect denim fit.
With over 11,000 pairs of jeans available, the Denim Studio says it offers the largest selection of denim styles under one roof. It offers jeans from £11 to £11,000, as well as casual and sportswear collections.
The Denim Studio also has an advanced digital service called the Jeanius Bar, where customers are able to consult relevant style information, expert advice and thousands of visuals available from a giant touch-screen electronic tablet.
The Jeanius Bar doubles up as a social space where women are encouraged to share, interact and enjoy the shopping experience with other women, within and outside the store.