Harry Gordon Selfridge, a pioneer in the retail brand experience, once famously declared “There’s no fun like work!”

The way we work is changing. As the UK hits its highest employment numbers since 1971, Linda Hewson, Creative Director of Selfridges, has reignited Selfridges’ sentiment and explored the shift in the work-life landscape. This includes everything that touches the way their customers live their lives, and how trends and innovations in technology are seeing the death of the ‘9-5.’

This shift in consumer behaviour has influenced how the brand is speaking and engaging with its customers, and from now until June, it is conversing with a new generation of workers through a topical multi-channel campaign.

“Selfridges Says Work It”

Last week, in the midst of a retail safari, I hit Selfridges’ flagship on London’s Oxford Street. The inspiring window displays led me through the doors to a seamless retail brand experience aimed solely at helping me (with my consumer hat on) to achieve a work-life balance.

This campaign offers everything from in-store workshops with top business insiders, to thought leading online content that includes the launch of a new content channel called Hot Air. From yoga sessions to the hologram meetings of the future, “Selfridges Says Work It” is a ‘Let me help you figure this out’ campaign model that will no doubt have millennials hashtagging #SelfridgesXworkit as they Instagram their new ‘working wardrobe’ and ‘from boardroom to bar makeovers.’

The Big Beauty Lunch Breaks

On selected days throughout May, the ‘Big Beauty Lunch Breaks’ consumers and beauty bloggers are invited to an express lunchtime beauty treatment – a retail brand experience that comes with a complimentary lunch bag to take back to your desk, as well as insider tips on the must have multi-tasking products that will streamline your routine.

The Millennial consumer was also treated to an exciting sneak peek through social platform Periscope the week prior to the campaign launch. The live broadcast took live streamers into designer Gareth Pugh’s studio, offering a glimpse of him and his team meticulously working away and building a window display. Questions on the construction were answered live, creating a two way conversation as part of the experience.

Basic Needs Store

This experiential approach to retail appeals to the modern worker and consumer for all aspects of life. The campaign is completed by a pop up “Basic Needs Store’ which is packed full of daily necessities. All the tools of the trade have been creatively laid out in a ready-to-go style workstation.

Best job in the world?

After recently working on the new integrated brand advertising campaign for  (you can take a peak at our case study here) The White Company’s ‘Mattress Jumper’ was a persoal favourite of all of the campaign window displays. The window showed the job of a mattress jumper, demonstrating all the fun that goes into achieving the benefits of a great night’s sleep.

I am excited to see what Selfridge’s next contextual campaign will be. How will it influence the consumer to participate? How will it incorporate the many different aspects of the store?

If you would like to walk through a retail brand experience with us, get in touch regarding a retail safari here.

Jemma Connor, Junior Account Manager