Selfridge’s Latest Campaign Explores Luxury as a Concept in Surrealist Film

The cinematic ad questions the meaning of extravagance in today's world


What is luxury, anyway?

Marking what the brand calls its first cinematic ad campaign in 40 years, Selfridges has released “Radical Luxury,” a 60-second film appearing in movie theaters across U.K. cities like Birmingham, London and Manchester from April 20 to May 19.

Conceived and directed by Norbert Schoerner, the work is replete with both symbols of luxury, old and new, as well as references that inform our ideas about it in art and history.

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