Work and Life, Balanced

London – Luxury department store Selfridges has launched Work It!, a multichannel campaign to help consumers achieve work-life balance.

• Campaign includes in-store workshops, displays and online content
• Consumers can shop a curated Basic Needs Store which contains daily necessities

Launched on 30 April, the Work It! campaign focuses on the changing work landscape and the fall of the typical 9-to-5 office.

In the store's beauty hall, consumers can attend Express Beauty Experiences where they can learn 15-minute beauty regimes. Meanwhile, in the Makerversity pop-up space, visitors can attend workshops to learn basic DIY skills, and in the Charity Art Room, they can take part in fast-paced yoga/barre sessions, led by Sweaty Betty and Barrecore.

Selfridges is responding, in part it says, to the fact that the employment rate in the UK is at its highest level since 1971. 'With work being such a huge part of people’s daily concern, we felt that this year, more than any other, the time was ripe for a look at some of the trends that are currently reshaping both the workplace and the retail space and champion “me time” as a way to reclaim a better work-life balance,' says Linda Hewson, creative director of Selfridges.

The Big Picture: The days of nine to five have gone, and brands that adjust their offer to meet the needs of flexi-working Millennials could secure their loyalty. For more on how our relationship with work is changing, read The Future Workplace.