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Brief Published: 10 Sep 2014

Selfridges’ Cinematic Experience

The Masters campaign at Selfridges

Iconic London department store Selfridges has installed a temporary cinema that will be in situ until spring 2015. It comes courtesy of British independent cinema group Everyman and is reputed to be the first ever to be operated within a department store.

The initiative will boost its reputation for mixing retail and far wider cultural pursuits (see also The Selfridges Effect and Festival of Imagination) by screening films specially chosen by fashion designers included in its Autumn/Winter 2014 in-store campaign. Dubbed ‘The Masters’, the campaign pays homage to the influential fashion designers and provocateurs that have shaped fashion’s aesthetic landscape over the past 50 years.

As part of the collaboration, 12 pioneering fashion designers – including Belgian Dries van Noten, Japan’s Yohji Yamamoto and iconic Frenchman Jean Paul Gaultier – have each selected one of their favourite movies to be screened in the cinema. The unusual line-up mixes both art house and classic films including Annie Hall, A Single Man and Boyhood. 

Amplifying the cinematic theme, Selfridges has commissioned pioneering film website ShowStudio – helmed by acclaimed British photographer Nick Knight – to create an overarching film for the initiative. It will showcase each designer and their unique creative vision, as well as the pieces they’ve made for an accompanying capsule collection. The film will be played on ShowStudio.com and Selfridges’ own website.

In addition, the promotion also celebrates 20 years of the master of subversion, US designer Rick Owens, with dedicated installations and product displays in Selfridges’ Concept Store space and several windows.

For more on the changing face of the department store as retail increasingly fuses with leisure, see Mall Worlds, part of our Future of the Store Industry Trend, Luxury Brand Temples: The New Power Flagships and Redefining the Department Store: Store Concepts.