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Brief Published: 2 Feb 2022

Selfridges Wellbeing: Superself Theme Centres Feel-Goodness


Echoing the trend for dopamine dressing and destinations (see Brand Spaces, Trends & Opportunities, 22/23), British department store Selfridges is moving well-worn wellness narratives on with its new thematic: Superself. A New Year’s salve for post-pandemic malaise, the series of therapeutic media and retail activations promises to relay “innovative wellbeing”, “sublime self-care practices” and “safe trips”.

As discussed in Sports Meets Self-Care, the wellbeing landscape is changing rapidly, shaped in no small part by the way Covid-19 has pushed the intersections of physical and mental wellbeing into the limelight. Selfridges’ new programme talks to this space, with shopping concepts and bookable experiences including:

  • Joy-Inducing Fashion: A blog on the “science of dressing yourself happy” and a product edit curated by British behavioural psychologist, professor Carolyn Mair.
  • Positive Vibrations: A music playlist of “uplifting floor-fillers and soul-soothing beats”.
  • A New Kind of Retail Therapy: Sessions with a confidence coach, breathwork specialist or sex therapist (see also Monetising the New Sexual Mood), in-store or remotely, to help consumers navigate their daily new normal. 
  • ‘Techno-delic’ Sensorial Immersion: Based on the premise of creating a safe trip, Selfridges has partnered with Dutch “sensory reality” specialists Sensiks, which produces physical pods and software for multisensory experiences. In-store visitors are invited to step into its calming booths, equipped with bespoke fragrances, infrared light, heat, and sound sensors. Experiences last for 10 minutes.

For those online (on desktop or mobile), its more basic Magic Horizons experience invites them to dim the lights, and tune into a “utopian universe with spinning planets, tropical green landscapes, and upbeat meditative music” 

Another strand of the thematic includes a showcase of artworks by Hungarian-French op art trailblazer Victor Vasarely, as part of the brand’s wider foray into crypto culture. Read Selfridges Mainstreams Selling NFTs with In-Store Pop-Up for more.

See also 10 Wellness Trends to Watch 2022 and Department Stores: 5 Tactical Plays.