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Brief Published: 24 Jan 2018

Selfridges' Radical Luxury: Knowledge-Led Campaign

LamyLand at Selfridges, The Corner Shop London

British department store Selfridges is inviting consumers on an in-store journey to redefine the meaning of luxury via a campaign titled Radical Luxury: An Exploration at its flagship store on London’s Oxford Street. Radical Luxury, which launched in January and will run all year, will see the retailer host a series of installations and concept shops.

An expert in tapping into consumer trends, Selfridges is responding to the idea that consumer knowledge, experience and empowerment have become new markers of luxury (see Re-Engineering Exclusivity). Asking ‘what does it mean to you?’, the campaign invites consumers and visionaries to help make the luxury industry “exciting and meaningful again”. The non-hierarchical approach taps into consumer appetite for a softer sell, while facilitating a direct brand-consumer dialogue.

Highlights include:

  • The Flipside: Running from April to May, this immersive, multi-sensorial dive into the future of luxury will take visitors on a journey through a mirrored version of Selfridges’ recently revamped Accessories Hall, experiencing “altered states of luxury”.
  • Anatomy of Luxury: Taking place from March to May, Anatomy of Luxury is hosted in Selfridges’ newest retail concept, The Corner Shop – literally a corner store on Oxford Street that’s designed for various uses. It will offer a behind-the-scenes look at fashion trailblazers and cult brands. Visitors will have the chance to shop different curations of archived and exclusive products. The inaugural concept, already in store, is a boxing-themed collaboration with fashion designer Michèle Lamy.

For other Selfridges initiatives, see Music Matters and  A Home for All. For more on experiential-led spaces, see Brand Spaces, 2018/19 and Beta Blends, and for further reading, see The New Rules of Luxury.