Selfridges is working with digital artists on a new multi-channel initiative. Called The New Order, it enhances creative collaborations by merging physical and digital shopping and luring consumers to the stores. "Selfridges is demonstrating is understanding that 'fans and engagement' are no longer 'the' sales criterion," said Rebecca Miller, founder/CEO of Miller & Company, New York. "Attention and reaction are now the standards, creating a 'new' art form for selling". The retailer worked closely with a selection of artists, including Jon Emmony, Filip Custic, Ines Alpha and Jamee-Maree Shipton, to create unique campaigns. The collaborations will be launched through September.

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