A retail destination like no other, Selfridges is celebrated the world over. But as innovators, evolution is the only way to continue exceeding shoppers’ expectations. The iconic department store decided it was time to invite people into the wonderful world of Selfridges with a more personalised experience.

Introducing Selfridges UNLOCKED. An engagement programme that gives customers access to the best of Selfridges, perfectly aligned with each shopper’s personal interests. Working closely with their internal brand, CRM and design teams, we crafted a simple, but effective idea that not only cut through, but brought the compelling nature of Selfridges UNLOCKED to life.

The visual identity had to highlight the breadth and diversity of what Selfridges has to offer, in a way that appealed to global customers with different shopping wants, needs and behaviours. To do this, we honed in on the fantastic world that UNLOCKED represents, and its ability to connect customers to what’s new in fashion, food, art and culture.

We imagined the programme as a portal to a previously unknown or unexplored part of the Selfridges world. Through layered design, we highlighted and revealed the multiplicity of the Selfridges offering and its bespoke nature. Using a range of motion assets and individual QR key codes, which immediately transport shoppers, we enticed our audience to find out more.

Selfridges UNLOCKED isn’t just any loyalty programme, so we created an identity that could break the rules and defy convention in the same way. Bringing newness at every turn. The culmination of this was the chance to take over the iconic Oxford Street windows, revealing three designs in glorious 3D. The perfect finish to a great partnership.