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Selfridges ‘Radical Luxury’ Campaign

Retouch Project

Radical Luxury: an exploration into the meaning of luxury in today’s world

Digital Artist Rainer Usselmann, represented by Happy Finish London, has collaborated with acclaimed photographer and director Norbert Schoerner on Selfridges’ 2018 blockbuster creative campaign ‘Radical Luxury’. The most ambitious campaign in scope and scale undertaken by the store to date, the campaign has launched across a wide range of media, in the year of completion of Selfridges’ Accessories Hall designed by David Chipperfield.

‘Radical Luxury’ is a 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?

It was an exciting challenge to attempt to convert a concept as ubiquitous as the meaning of luxury into a unique visual narrative and to play with a broad range of cross-cultural references in the process.
Norbert Schoerner, Photographer

Norbert Schoerner states: “It’s been an absolute pleasure to work with long-term collaborator Rainer Usselmann on this iconic set of ads. It was an exciting challenge to attempt to convert a concept as ubiquitous as the meaning of luxury into a unique visual narrative and to play with a broad range of cross-cultural references in the process. Hopefully these images will connect with people and allow them to rediscover Selfridges through an unexpected lens.”

‘Radical Luxury’ is scheduled to run until May 20th.

Credits:

Client: Selfridges

Retouch Artist: Rainer Usselmann

Photographer: Norbert Schoerner

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