The Selfridges department store has launched its first ever advertising campaign for broadcast in cinemas.
The campaign includes a 60 second film shot by director and photographer Norbert Schoerner in support of Selfridges’ new creative retail scheme, Radical Luxury. The film will be shown across a range of cinemas from distributors such as Everyman, Picturehouse and Pearl & Dean in London, Birmingham and Manchester.
Selfridges said Radical Luxury is an invitation to consider the meaning of luxury in the world today. In the London store, the campaign will be presented through a range of customer experiences such as the multi-sensory exhibition Flipside which has been designed in collaboration with brands such as Google Pixel 2, Louis Vuitton, Loewe, and Thom Browne.
The film will present a visual journey to convey the essence of Selfridges’ Radical Luxury and showcase the store under a fresh light by using a mix of stock footage, live action and computer generated elements.
Shoerner said: “It’s been an absolute pleasure to collaborate with Selfridges on this very special film, perhaps the most modern piece of work I’ve created. 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a concept as ubiquitous as the ‘meaning’ of luxury into a unique visual narrative and to play with a broad range of art historical references in the process. Hopefully this film will connect with people and allow them to rediscover Selfridges through an unexpected lense.”
