Selfridges hosted a series of live performances in-store in support of London’s nightlife scene which had seen a 40% closure rate over 10 years. Their aim was to drive ticket sales and social engagement which in turn would increase brand awareness and overall commercial sales. Supporting the Head of Fashion Direction, I was asked to collaborate with the print and window creative teams to develop a modern campaign aesthetic that would be used across the physical and digital customer experiences, and deliver all photography and video for digital channels. Overcoming digital limitations while remaining cohesive posed challenges so developing thorough visual guidelines was key. This marked the first instance of digital creative leading an in-store brand experience, positively impacting the future integration of digital experiences within Selfridges’ stores.
