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Brief Published: 12 Jul 2019

Selfridges Imagines Digital Shopping Future

Selfridges 'The New Order'

London department store Selfridges has enlisted a host of global digital artists to reimagine the future of fashion for its latest campaign. The New Order project will feature 3D rendered window displays and AI installations – marking a future-facing departure for the traditional institution.

Brands and retailers are increasingly recognising the consumer pull of CGI and virtual reality beyond social media. As explored in Retail’s Unreal Opportunities, incorporating digital initiatives within the in-store environment allows customers to feel fully immersed in the brand experience. Selfridges’ project makes the most of this opportunity – tapping digital artists to extend both its online and in-store outreach.

The project launches with an installation by digital artist Jon Emmony, who was enlisted to create a 3D composition for the store’s swimwear campaign Dive In. The installation blends real-life models with the artist’s signature 3D rendered backdrops – viewable through customers’ phones across the store’s five floors.

Other featured artists include Cattytay – founder of womxn and non-binary tech community Digi-Gal, who will create a digital campaign for the A/W 19/20 ready-to-wear looks, launching in August. Meanwhile, 3D designer Ines Alpha has created Snapchat make-up filters and digital cosmetics, launching in September.

Avatars and CGI displays may have previously been the preserve of the online space, but shrewd brands and retailers would do well to recognise the unique and lucrative opportunity of the augmented flagship. Smart technology not only brings consumers in-store; it also makes them a vital part of the brand picture.

For more on digital technologies shaking up the fashion industry, see Fashion’s Digital Future.