Selfridges Unveils Futuristic Christmas Campaign Featuring Noomi Rapace

THE MORE THE MERRIER: Selfridges envisions an alternative Christmas in its latest future-facing campaign film for the festive season. The film is an extension of the retailer’s Christmas windows, which were unveiled in October, under the theme “Future Fantasy: A Christmas for Modern Time,” which is also the title of the short film. The film features actress Noomi Rapace and R&B singer Miguel, who play cohosts at a dinner party. Guests include Cambridge Analytica whistle-blower Christopher Wiley, fashion publisher Jefferson Hack, Dior Men creative director Kim Jones and musician Little Simz, who narrates the story in an ad-lib, spoken-word voiceover. Directed by Nabil Elderkin, the film moves between various stylized scenes, from a merry dinner feast to a rave-like house party complete with strobing lights and guests dressed to the nines in Gucci, Balenciaga and Valentino, to present the perennial Christmas tale of togetherness. Selfridges Christmas campaign, “Future Fantasy: A Christmas for Modern Time.”  Courtesy Photo To go with the film, Selfridges has also commissioned a project by Daniel Arsham for its latest Corner Shop takeover, which sees a display of the artist’s artworks and products displayed in a house-like set. The house’s set is also featured throughout the film. “Through ‘Future Fantasy,’ we want to

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