Happy Finish retouch artist Rainer Usselmann collaborated with acclaimed photographer and director Norbert Schoerner on Selfridges’ 2018 blockbuster creative campaign ‘Radical Luxury’. Selfridges’ opened their new Accessories Hall designed by David Chipperfield earlier this year and to commemorate, the store released their most ambitious campaign in scope and scale to date. The campaign was launched across a wide range of media, in store and online. ‘Radical Luxury’ is a thought-provoking invitation to consider the meaning of luxury in the world today.
When anything can be tagged a ‘luxury’ experience or product, can luxury still be meaningful?
It was an exciting challenge to attempt to convert a concept as ubiquitous as the meaning of luxury into a unique visual narrative and to play with a broad range of cross-cultural references in the process.