M&S opens doors to new look London Oxford Street flagship as retailer modernises store estate
M&S has officially opened its revamped Pantheon flagship store on London’s Oxford Street. M&S Food, Fashion, Home and Beauty can be found over four floors and almost 100,000 square feet of shopping space.
These floors feature a new R&D concept. M&S will use the store to test and learn with successful features to be rolled out across the wider estate over time.
Pantheon is one of six stores the retailer is renewing in the capital this financial year, alongside four brand new openings. Across the UK, two new full line stores, 18 new Food location, four extensions and a number of renewals are planned.
Dedicated rooms across each floor at Pantheon showcase curated collections, with dedicated product moments, zoning and architectural features, supported by ambient lighting, a colour palette of signature heritage green and warm neutrals, bespoke scents and curated playlists.
Key features include a new bespoke suiting offer, a first for M&S menswear, enabling customers to create a made to order suit in-store, dedicated Body Shop lingerie room, Babywear room, Beauty Hall offering M&S ranges and third-party brands, including K-Beauty. An M&S x Kelly Hoppen homeware edit also features within a bespoke section of Home.
Across the location, customers will also find new product displays, digital screens providing outfit inspiration and a Click & Collect, payments and services experience.
Stuart Machin, M&S Chief Executive, says: “In 2019, we built the blueprint to modernise our Food business, with a new food format designed to capture the soul of a fresh market. We started at Clapham St John’s Road and have renewed 160 of our food stores since then, including here at Pantheon.”
“Now we’re taking that same approach into Fashion, Home and Beauty. Pantheon on Oxford Street, where we’ve had a store since 1938, is our first full-line flagship and our R&D store for Fashion, Home and Beauty. It’s where we’re testing how we make shopping our ranges easier, more curated and more inspiring, from clearer product moments to how the store looks and feels overall. It’s a good example of our strategy to protect the magic and modernise the rest, holding on to the quality, style and value people know and trust us for, while making the experience more modern. We’ve still got a lot to do modernising our estate, with 25 years of catching up to do. But Pantheon is a big step forward.”
2026 RTIH Innovation Awards
Physical stores will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
