Shoeperhero or not, the new Shoe Galleries at Selfridges have got some pretty special powers of attraction. In case you haven’t heard, 35, 000 square feet of new shoe heaven have descended on the legendary department store to great fanfare. So it was, that I huddled with other curious Londoners on a wet streetfront to see what all the fuss was about.

Coinciding with the end of London Fashion Week, Gemma Arterton declared the galleries open amidst giant clouds of smoke and non-environmentally friendly yellow ticker tape. Peer hard at the poor spindley trees out front and you’ll still see it. Strange muscle men in capes and gratuitous eye makeup (that’s Shoeperheroes to you and I) braved the drizzle to flex whilst dragging balloons across a crowded and closed street.
All this announced the arrival of London’s newest fashion mecca.
Firstly, the windows on Oxford Street beckon with giant illuminated trainers, scenes of skewed Dorothy in Oz and detached dancing legs to draw you in to the shoe madness.

As you walk through the ground floor makeup or handbag departments small table displays of shoes in special cases all tell of the newest arrivals and direct you to the second floor.

At the entrance to this holy grail of footwear lie giant sparkly or strappy heels to welcome you like a vision from the top of a Priscilla bus in the desert.

So what’s inside?
Start with six central interconnecting shoe halls for high street brands, then move around the 11 dedicated designer apartments, each themed to suit the style of the brand. Iconic labels include Bally to Birkenstock, Chanel to Christian Louboutin. Doc Martens give way to Dior, while thigh-high Burberry boots slither next to Jimmy Choo spindly-heeled stilettos.

Specials mentions go to the great wall of Havaianas, the central artwork of thousands of coloured shoes hanging above the main escalators and the glossy walls and mirrors that seemingly double the displays.

Finally, once exhausted from browsing or buying your favourite brands, views of the suspended garden will calm frayed nerves and the adjacent French restaurant Aubaine is the perfect place to refuel.
So, if you haven’t yet seen it, grab your best girlfriends and get down there, pronto!
kristianak on October 18th 2010 in Best of London, Fashion, What's On