When anything can be tagged as 'luxury', Radical Luxury is a thought-provoking invitation to consider the true meaning of luxury in the world today. A visual journey that mixes iconic representations of the word across a wide style spectrum, and - as the journey progresses - points to the future with creatively explicit elements that reflect the Selfridges' brand language such as art, sustainability - as well as architecture and fashion. The journey is showcased through a dense collage of images that references surrealist painterly and cinematic cues from artists such as Magritte and Powell and Pressburger. The film invites the viewer to experience the transformation of luxury, as well as referencing the physical transformation of Selfridges' retail destinations. It is designed to intrigue, surprise and provoke emotions, but with a sense of fun and dare throughout.