Selfridges unveils first advertising film in 40 years to support Radical Luxury campaign

Selfridges has today unveiled its first advertising film in 40 years and its first made-for-cinema film, which will be running in cinemas in London, Manchester and Birmingham for the next five weeks.

The 60-second film, shot by photographer Norbert Schoerner, supports Selfridges’ Radical Luxury in-store and brand campaign, launching next week which seeks to question the meaning of luxury in today’s world.

In the flagship London store, Radical Luxury will be presented through a number of unique customer experiences including the Flipside, which will be staged in Selfridges’ old hotel on Orchard Street.

The Flipside is promised to be "a multi-sensory journey into altered states of luxury" designed in collaboration with brands such as Google Pixel 2 , Louis Vuitton, Loewe, and Thom Browne.

Using a selection of stock footage, live action and computer generated images, Schoerner's film presents iconic representations of luxury across a wide style spectrum, from timeless to traditional and, as the journey processes it introduces images of reimagined Selfridges.

“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a concept as ubiquitous as the ‘meaning’ of luxury into a unique visual narrative and to play with a broad range of art historical references in the process.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 lens,” Schoerner said.

Radical Luxury six-sheet poster

The broader brand campaign includes a 1,000-plus screens out-of-home campaign, running from Monday uuntil 20 May, across a number of executions (six-sheets; large formats; digital six-sheet; and total site domination at Oxford Circus).

In addition Shazam technology has been incorporated into the outdoor sites across London, Birmingham and Manchester, where users can Shazam the code on the ad, which will direct them to a Selfridges hub featuring content-rich information about the campaign.