State of the Arts

Blurring the lines between fashion and art, Selfridges' State of the Arts campaign celebrates a creative community through the idea of public art. For the QVC-inspired film, Beej developed the concept and directed the creative, while Dal designed and built the set around it — the two of them bouncing ideas off each other, a true IAMWE collaboration. Drawing on the theatrical language of televised shopping, we created a surreal, playful environment where art, fashion and performance collide. The set was then captured as moving imagery for the campaign screens, turning the physical installation into a dynamic piece of public art.