Selfridges latest advertising campaign, “Our House”, encourages customers to explore the objects, rituals, and ideas that make a house a home.
Harry Gordon Selfridge first had the vision for his store as “The House” and the department store has partnered with The New Craftsmen to provide a conceptual interactive environment and workshops exploring the concept of house and home though domestic rituals.
Makers workshops on offer will include sourdough making, preserving, rag rug weaving, natural dyeing, patchwork, and ceramics.
Selfridges will also be reviving the concept of the “General Store” online and at its Oxford Street and Manchester stores, featuring a curated selection of home goods and exclusive collaborations with Temperley, Faye Toogood, Loewe and Roksanda, and Conran X Eames Foundation. The items in the store are organised by six key rituals: explore, renew, adorn, host, pause, and consider.
The idea of the campaign is to return to a simpler, pre-digital time when home rituals were at the heart of life, and escape the hustle and bustle of modern times.