Selfridges marketing – from the development of the black and yellow identity through to the world renowned window displays, the iconic photoshoots, the ground breaking events and the positioning of the store in the national consciousness, we worked on it all. As leaders of a team of over 50 people, we took Selfridges from being a dusty old department store at the wrong end of Oxford Street to being a glittering emporium where anything could and did happen. It continues along the path that we set to this day, although many would say that it is not quite the dynamic, inclusive destination that it was between 1993- 2005.
However, from it we bring the skills that drive Apparatus: limitless creativity; the ability to breathe life into tired brands; an understanding of the consumer and what drives them; the instinctive need to think differently and the energy to make anything happen. When you’ve received that kind of training in your career, the opportunities are limitless.