To commemorate the 100th birthday of the store, Selfridges has commissioned RIM to make a special limited edition Blackberry Bold.
Instead of being black, the back of the phone is coloured in Selfridges’ trademark pantone 109 yellow, or bright yellow if you’re not overly familiar with paint mixing colour charts.
Each of the handsets – numbered from one to ten cost a cool £1000 (around 2000$) and comes with VIP support.
The UK department store has confirmed that it has already sold six of the 10 limited edition yellow BlackBerry Bold handsets.
In addition to this, the department store is also urging other brands to design limited edition products to mark the 100th birthday of this elite store.