SUPERSELF

Creative windows copy for Selfridges’ 2022 scheme, ‘SUPERSELF’—a project for both in-store and online activations, focussing on the future of the ‘feel-goodness’ industry.

  • For Selfridges’ first creative scheme campaign of 2022, SUPERSELF, they were exploring the notion of ‘feel-goodness’ (not conventional ‘wellness’), and the many ways that shopping and feeling good can interconnect. The Selfridges store windows across London, Manchester and Birmingham needed creative copy that combined Selfridges’ tongue-in-cheek tone of voice with customer retail activations and product offers (from in-store therapy sessions, to plant-based dining to aromatherapy candles).

  • Working closely with the in-house creative teams, I came up with a number of copy line options for each individual window (using digital mock-ups as my guide), which were then narrowed down to the final lines shown. It was important that each window connected to a customer-focussed call to action, would pique curiosity, and wouldn’t rely on cliched tropes about wellness or ‘me time’.

Window display featuring red-tinted wellness products; shelves arranged in a pyramid shape with various items including bottles, jars, and decor; text on window reads 'SUPER SELF'
Store window display with abstract coral-like sculptures, text 'Grow Get 'Em,' and QR code on red background.
Storefront window display with orange backdrop and text "BOOST YOUR POWDER SUPPLY" alongside a QR code.
Storefront window display with "Opt for a Slow Burn" text on orange background
Storefront display with orange sculpture and text 'Build a Movement'; includes QR code and reflection of street.
Storefront window display with yellow textured wall, text promoting retail therapy, and a QR code, located at Selfridges.
Storefront window display featuring a yellow inflatable object with white text that reads 'How to discover your superself: put a spring in your step.' Several pairs of sneakers are attached to spring coils, creating a playful, springy effect. There i
Display window showcasing various colorful sneakers suspended in orange spiral stands, with a message about saving energy and recharging, in a retail or shopping environment.
A city street view reflected through a storefront window with white text and graphics promoting vibrations and sound technology.