Henry Gordon Selfridge revolutionized the department store with the idea that shopping should be fun instead of a chore. Selfridge was born in Wisconsin and got his first break as a clerk for Marshall Field & Company. With his new approach and innovative ideas he rose from clerk to partner and then set his eyes on opening his own department store. He started Selfridges on the world famous Oxford Street and founded the store upon the idea that “the customer is always right.” Selfridge always had an eye for the newest and most exciting things. He wowed crowds in 1909 when he displayed the first monoplane to cross the English Channel. He amazed shoppers in 1925 when broadcast television was publicly demonstrated for the first time ever with a grainy image of a ventriloquist’s dummy. In 1936 he installed an early seismograph that recorded the 1938 Belgium earthquake. Today his protégés share his eye for excitement as Neuro is debuted in the UK in the hallowed Selfridge halls. Isn’t it fitting that this revolutionary new beverage would debut among many of the world’s life changing inventions… Selfridges is an experience all its own so grab a NeuroBliss from the food hall and prepare to descend into shopping heaven.