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Selfridges introduces wellness and self-care experiences in-store and online

Camilla Rydzek
04 February 2022

Selfridges has launched a series of online and in-store experiences centred around wellness and self-care, under the theme Superself.

Over the next few weeks the department store wants customers to experiment with "innovative wellbeing and sublime self-care practices", allowing customers to discover their "Superself" in the new year.

The experiences on offer include in-store activations, wellness sessions, Valentines day themed events, product edits and a mood enhancing playlist.

In store customers can visit a "relaxing" audio-visual experience by Selfridges' "sensory-reality experts" SENSIKS and view the "hypnotic" art of Victor Vasarely, which is currently on display. They can also book sessions with a confidence coach, breathwork specialist or sex therapist for a new kind of "retail therapy".

A Superself product edit includes wardrobe picks for men and women by fashion psychologist Professor Carolyn Mair, mood-enhancing perfumes, as well as tech and gadgets selected by the SENSIKS founder that help to relax. To accompany the apparel selection Mair wrote about the benefits of "dopamine dressing" - exploring how colourful clothes can be mood boost.

Vasarely was an innovator of 20th-century abstract art, best known for his pioneering geometric designs. His exhibition titled 'Universe' includes 55 works by the artist, none of which have been shown in the UK in over 50 years.

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