The Gentleman Magazine Issue 9 | June 2018 | Page 67

SELFRIDGES CREATES FIRST
CINEMATIC ADVERTISING CAMPAIGN
The Flipside is poised 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.
The film will present its own visual journey to convey the
essence of Selfridges’ Radical Luxury and showcase the store
under a fresh light, directively pointing to the future. It mixes
iconic representations of luxury across a wide style spectrum,
from timeless to traditional and throws in – as the journey
progresses - images of reimagined Selfridges details that reflect
aspects of the brand’s spirit. The film – a mix of stock footage,
live action and computer generated elements - makes visually
and creatively explicit elements of the Selfridges language
such as art, sustainability as well as, fashion. The journey is
showcased through a dense collage of images that references
surrealist painterly and cinematic cues from artists such as
Magritte and Powell and Pressburger.
Shot mainly in studio and using mixed media digital post-
production, the film is the result of a creative process partly
informed by feedback from a broad-ranging group of people
(from a wide cross-section of disciplines, creatives and also
partners of Selfridges) on what luxury means to them.The film
is designed to surprise, provoke thoughts and emotions but
with a sense of fun and dare throughout.
Norbert Shoerner says: “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range of art historical references in the process.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 lense.”
S elfridges has launched its
first ever advertising campaign
conceived and produced for cinematic broadcast.
At the heart of the campaign, is a 60 second film shot by
director and photographer Norbert Schoerner, in support of
Selfridges’ new creative retail scheme, Radical Luxury. The
film will be shown across a wide selection of cinemas from
distributors such as Everyman, Picturehouse and Pearl & Dean
in London, Birmingham and Manchester.
Radical Luxury is Selfridges’ thought-provoking invitation
to consider the meaning of luxury in the world today. When
anything can be tagged a ‘luxury’ experience or product,
can luxury still be meaningful? In the London store, Radical
Luxury will be presented through a number of unique customer
experiences including th