//Selfridges launches Superself, a project that aims to put the self and “inner well-being” at the heart of the shopping experience
// The luxury department store chain is encouraging customers to care for themselves, and for the planet, with a series of events & installations
Selfridges is to offer customers sex counselling and therapeutic sessions as part of a campaign to tempt shoppers back to store.
The department store is launching Superself, a project that aims to put the self and “inner well-being” at the heart of the shopping experience.
In the next weeks, Selfridges will be inviting DJs to create “feel-good sounds” while offering therapeutic experiences, including self discovery sessions and sex counselling sessions for individuals and couples, with the sub-theme tagged as Superself.
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Beginning this month, the retailer will also offer bookable confidence coaching, empowerment sessions and more, priced from £30 to £150.
It will invite customers to listen to positive podcasts and music and step into physical pods, named “A Safe Trip” by Sensiks, which offer an integrated, multisensory experience aimed at reducing stress. Lifestyle and beauty products will also be curated for a “future-ready mindset”.
The windows of the Oxford Street flagship will invite passers-bys, via QR codes, to “try a new kind of retail therapy,” “pick up some good vibrations” and “have a safe trip.”
The store is also introducing 15 ingestible and vitamin brands, and putting a focus on beauty and relaxation rituals and light therapy.
Over four days in February, the French artist Juliette Minchin will take up residence in one of the store’s most prominent windows, on the corner of Orchard Street, and create a work-in-progress installation.
Emma Kidd, Selfridges’ acting creative director, said Superself is about exploring ways to help customers “live brighter,” from feeling good to living more sustainably.
“We’re reconsidering retail therapy, connecting our customers with self-development therapy and coaching sessions, from sex therapy to confidence coaching to gut health and nutrition,” said Kidd, adding that the store wants to help people be their best selves via fitness, food, sustainability, beauty and creativity.
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