Apr 20, 2018
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Selfridges launches cinema campaign

Apr 20, 2018

Selfridges has worked with director and photographer Norbert Schoerner on a 60-second ad that will run in cinemas in London, Birmingham and Manchester up to May 19. It's also the biggest ad campaign Selfridges has ever launched.


This is the first time in 40 years that the luxury department store is rolling out an ad campaign for the big screen. The move supports the retailer’s Radical Luxury campaign, which has informed an array of initiatives in the last few months, including a partnership with creative director Michele Lamy, and the opening of a boxing gym at the Oxford Street branch.

The ad also investigates what luxury means today, and what it might mean tomorrow with a series of abstract scenes, computer-generated imagery and psychedelic transitions. It references artists including Magritte and Powell & Pressburger, according to reports.

Schoerner said the specially commissioned film is "the most modern piece of work I’ve created". He added: "It was an exciting challenge to convert a concept as ubiquitous as the meaning of ‘luxury’ into a unique visual narrative and to play with a broad range of art historical references in the process."

Selfridges is also hosting a “multi-sensory journey” at the Old Selfridges Hotel, inviting customers to immerse themselves in altered states of luxury provided by Google, Louis Vuitton, Byredo and Gareth Pugh.

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