Selfridges

Surreal Nouveau

AGENCY

Critical Mass

We imagine a Yellow Universe, a world where luxury goods meet the surreal. Commerce is the by-product of curation, artistry, and theatre. Through self-selected journeys, we craft windows that let us see into the fantastic. 

Introducing a theatrical composition to shopping across the entirety of a digital fashion commerce experience.

Where our browsers become a window to wander, a journey full of wonder.

Immersive Product Experiences

Through expanded product views, rich storytelling, and a robust product and style recommendation tool, the product detail pages become a place of inspiration and envy, versus the highly static blah currently available today.

Curated 5 Minute Style Playlists

As part of the site experience, we added a feature we called 5×5. It’s five style recommendations in five minutes, curated and narrated by one of Selfridges style influencers or buyers. These playlists have interactive keyframes that allow you to view the product and add to cart, all while listening to the style inspiration.

Visual and Sharable Shopping Cart

One of the most abysmal parts of an online shopping experience is the cart, and coincidently this is where we spend all our money! The new shopping cart we envisioned added the products to a surreal scene, based on season and items selected. The work of art that’s created by your shopping additions becomes a fully sharable list, and even a cool image you can post to social media.

Interactive and Shoppable Editorial Content

Featured as part of the overall editorial site content, as well as through product detail pages, we reimagined how to experience style content throughout the website. Every image and detail is fully shoppable, and offers endless pathways to more curated style recommendations and product experiences.