Music Matters

Selfridges hosted a series of live performances in-store in support of London’s nightlife scene. Their aim was to drive ticket sales and social engagement, increase brand awareness and overall commercial sales. We collaborated with the in-store creative teams to determine a modern, digital-first campaign aesthetic that could be used effectively across physical and digital journeys. Overcoming digital limitations while remaining impactful posed challenges, so developing thorough visual guidelines was key. As lead digital designer and art director, I assisted the Lead Creatives to direct all photography and video for digital channels, in-store screens and windows. This marked the first instance of digital leading the store brand experience and positively impacted the future integration of digital experience in stores.