Selfridges and Triumph Essence Featured

A remarkable adventure in luxury lingerie

Selfridges has always been a pioneer in retail techniques, and more simply in showcasing everything that is innovative and extraordinary. The London department store was the first to utilize window displays. In 1909, the year in which it first opened, it exhibited Louis Bleriot's record-breaking plane, the first to fly the Channel. It presented the first television and vacuum cleaner. Today, it is hosting a launch for Triumph Essence and its Helena Christensen for The Luxury Collection of lingerie, with a dazzling interactive campaign.

Watch the video for the launch at Selfridges

Triumph began from the delicate fabrics and alluring appeal of the new collection, and wove these elements into a fairytale theme. Striking visuals, including a forest made from lace set on a magical blue backdrop invite visitors to take a journey, "following the path to your fantasy." The forest scenes are displayed on each side of the store's main doors, accompanied by music with a magical, haunting quality.

Fantasy Mirror, for close contact with the products
Originality becomes even more intense on the third floor, where women can discover a unique method of trying on the lingerie. The Triumph "Fantasy Mirror" enables them to experience the collection without removing any clothing at all. The shopper simply uses a digital touch screen to select an item of lingerie, and then they watch as the system creates a 3D depiction that maps the underwear perfectly to their shape.

Beauty as brand amabassador
Brand ambassador is of course Helena Christensen, who was present in the store at the launch on 23 February 2012, and who features in the campaign images and video. She said, “For me, it’s essential for a lingerie company to have a female perspective. After all, women are wearing these pieces and it’s all about what makes you feel good. And these sophisticated styles definitely do that.”

Three ranges from the Helena Christensen for the Luxury Collection will be on sale exclusively at Selfridges from 23 February 2012, on the fhird floor. The lingerie by Triumph Essence is an intriguing world of lace, valuable Italian satin, superb design and fine craftsmanship. At Selfridges, the campaign perfectly blends reality with digital media, enabling visitors to embark on a spellbinding path into a mysterious fairy-tale world, in which lacy butterflies and birds are silhouetted against a midnight blue backdrop.

A new app for a multimedia experience
The ground-floor displays include lace-style QR codes built into the displays, so that shoppers can download the campaign app which presents more secrets behind the Triumph Essence Collection, including a behind-the-scenes video of Helena Christensen's shoot. The app allows shoppers to book their Fantasy Mirror experience at the store. This multimedia content is accompanied by the music specially commissioned from composer Frederic Charpagne.

All considered, yet another compelling reason to pay a visit to the store.

For further information, see

Watch the video "Behind the scenes with Helena Christensen"