On the opening of the Body Studio, Selfridges launches EveryBODY, a multi-faceted campaign that will celebrate the beauty and strength of the body and promote the discussion of the hottest topics within the mind and body wellness conversation. ‘A healthy mind in a healthy body’ approach underpins the agenda at the core of the EveryBODY campaign programme starting with the transformation of Selfridges’ dedicated 3,500 sq ft special events space, the Ultralounge, into a work-out studio.
A powerful print and digital advertising campaign shot by photographer Norbert Schoerner will support EveryBODY. Choreographed by multi-award winning British choreographer and director Wayne Mc Gregor, the campaign features non-professional models representing the ‘every-woman’ via a broad selection of shapes, sizes and ethnicities. The use of a choreographer reinforces the aim of the campaign to present an arresting and unexpected neoclassical way to demonstrate the beauty of the female body. Wayne Mc Gregor will also curate a series of impromptu dance performances by female choreographers to take place, unannounced, on the shop floor of the London store.