In Brief

With a little bit of help from Google, UK department store seeks to define and explore the pillars of radical luxury

“Luxury is boring. In a world where mass-produced ice-cream and even bin bags can be labelled ‘luxury’, the word has become associated with something predictable, prosaic and banal,” begins the introduction to a new campaign by British department store Selfridges to reframe luxury.

They go on to ask, So how can we make luxury exciting and meaningful again?” In their microsite, they suggest that the pillars that define luxury are:

  • Transient
  • One of a Kind
  • Transformative
  • Connected with Time

To bring the concept of ‘radical luxury’ to life, the retailer has produced a provocative video and will run a series of in-store events, talks and “unexpected environments” at its Oxford Street location. The Flipside exhibition allows shoppers to explore altered states of luxury with the help of Google Pixel 2, Loewe, Louis Vuitton and Thom Browne in an interactive space on one of the floors.

Radical Luxury

“Luxury is boring. In a world where mass-produced ice-cream and even bin bags can be labelled ‘luxury’, the word has become associated with something predictable, prosaic and banal,” begins the introduction to a new campaign by British department store Selfridges to reframe luxury.

They go on to ask, “So how can we make luxury exciting and meaningful again?” In their microsite, they suggest that the pillars that define luxury are:

Transient One of a Kind Transformative Connected with Time