Challenge
Selfridges was determined to make a splash when it launched in Manchester City Centre, and it wanted people to know that it intended to become an integral part of the city’s life and culture.

Provocative Thought
To resonate with Mancunians, Selfridges’ needed to avoid positioning itself as an “old London classic.”

Solution
Our global concept focused on visually planting the brand within the city – physically and emotionally – and using multilayered messaging to appeal to a variety of audiences. The result was record attendance for a store launch in Manchester.

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