# Art-Infused Department Store Campaigns Selfridges Boasts Visual & Performance Art Through Display By Kalin Ned | Published 2019-03-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/department-store-campaign References: [harpersbazaar](https://www.harpersbazaar.com/uk/culture/bazaar-art/a25946460/selfridges-launches-an-immersive-art-campaign/) & [selfridges](http://selfridges.com/GB/en/features/articles/selfridges-guideto/state-of-the-arts?_$ja=tsid:32619%7Cprd:78888&cm_mmc=AFFIL-_-AWIN-_-78888-_-0RpXOIXA500&awc=3539_1553621211_c77a32332b6399e3e5912f60a367c351&utm_source=Affiliates&utm_medium=78888&utm_term=na&utm_content=na&utm_campaign=na) Selfridges is launching a daring department store campaign that will not only embellish the retail space but will also provide a platform for artists -- professional and emerging. Dubbed 'State of the Arts,' the activation realizes nine stunning installations by critically acclaimed artists -- from Yayoi Kusama to Chantal Joffe. The department store campaign essentially turns Selfridges into an [art gallery](https://www.trendhunter.com/trends/acne-studios-flagship-stores) that has come to be recognized as "one of London's largest ever public art projects." Visitors to the "multi-dimensional destination" are able to enjoy guided tours until March 30th. In addition, Selfridge's project is opening the door to hands-on experiences through exclusive events, art classes, and artist residencies. In doing so, the department store campaign becomes an amalgamation of unique, [in-store displays](https://www.trendhunter.com/trends/miya-ando-x-saint-laurent) and proactive consumer interaction. Photo Credits: Matt Writtle ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 88% | Activity: 78% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Art-infused Department Store Campaigns:** Opportunity for department stores to collaborate with artists and transform their spaces into art galleries. - **Visual & Performance Art Through Display:** Potential for incorporating visual and performance art into retail displays, creating immersive shopping experiences. - **Hands-on Experiences and Artist Residencies:** Emerging trend of offering consumers interactive opportunities, such as events, art classes, and artist residencies within retail spaces. ### Sectors Adopting This - **Retail:** Retailers can explore partnerships with artists to create unique in-store displays and enhance the overall shopping experience. - **Art:** Artists can benefit from collaborations with department stores to gain exposure and showcase their work to a wider audience. - **Hospitality:** Hotels and restaurants can incorporate art installations and interactive experiences to create memorable guest experiences. ## Related on Trend Hunter - [Luxury Department Store Takeovers](https://www.trendhunter.com/trends/burberry-and-harrods.md) - [Surrealist Pop-Up Installations](https://www.trendhunter.com/trends/surrealist-popup.md) - [Anniversary-Celebrating Pop-Up Stores](https://www.trendhunter.com/trends/bodyscape-installation.md) - [Visual Museum Campaigns](https://www.trendhunter.com/trends/museum-campaign.md) - [Playful Retail Pop-Up Installations](https://www.trendhunter.com/trends/the-joke-shop.md) - [Well-Being Retail Projects](https://www.trendhunter.com/trends/superself.md) - [Museum-Inspired High-Fashion Stores](https://www.trendhunter.com/trends/museuminspired-highfashion.md) - [Temporary Luxury Brand Installations](https://www.trendhunter.com/trends/luxury-brand-installation.md) - [Reimagined Artwork-Based Travel Campaigns](https://www.trendhunter.com/trends/the-art-of-travel.md)