SELFRIDGES SUPERMARKET OF THE FUTURE

Storytelling, Film Concept, Copywriting

For The SUPERMARKET concept at Selfridges, I led the editorial direction, developing the film concept and overarching narrative. The idea imagined a future retail destination where products are 3D-printed on demand and crafted from innovative materials such as pineapple leather and atmospheric carbon. I also wrote the in-store copy, ensuring the concept seamlessly connected across all touchpoints, bringing the vision to life in both the store and online.