OgilvyAction has created an immersive ‘Fantasy Experience’ to mark the Selfridges debut of luxury lingerie collection Triumph Essence.

Three ranges from the collection will be exclusive to “Selfridges on 3” from 23 February for two weeks, supported by a series of high profile initiatives including a guest appearance by Helena Christensen, the face of The Luxury Collection.

OgilvyAction has created a rich shopper experience which entices consumers in and encourages them to “follow the path to their fantasy”, a journey that will take them into a mysterious fairy-tale world with striking images including a forest made from lace and inhabited by delicate butterflies and birds against a rich midnight-blue backdrop.

The campaign begins on 23 February with invitation to the launch event sent to VIPS, press and special guests. Their invitation hints at the Fantasy Mirror in place from 23rd February at “Selfridges on 3”, which uses Holition technology to allow women to experience the collection without removing a single item of clothing.

Underground escalator panels in Bond Street and Oxford Circus stations build the magic of the ‘Fantasy Forest’ and share a glimpse of the Triumph Essence range itself.

Window displays includes a ‘Fantasy Forest’ created by OgilvyAction. At 7am, for one hour only on the day of the launch, six live models positioned on rotating music-box style plinths will tastefully show the collection. After the first hour the live models will be replaced by mannequins.

The windows act as a digital gateway and carry the message ‘Follow the path to your fantasy’ with lace-style QR codes built into the window creative displays and allowing shoppers to download the campaign app that will reveal further secrets behind the Triumph Essence Collection.

App content includes an exclusive ‘behind the scenes’ video of Helena Christensen’s shoot for Triumph Essence. Shoppers who have downloaded the campaign app can scan images of the specially commissioned illustrations of lace bird and butterflies found in the window to view further exclusive videos of the range.

“Selfridges on 3” is home to the OgilvyAction installation which houses the full Triumph Essence Collection as well as the innovative Holition-technology enabled Fantasy Mirror.

Triumph fitting experts will guide shoppers who have booked an appointment through a process which involves choosing item(s) from the collection to see it fitted on their silhouette and move in real time as they move.

Commenting on the campaign, OgilvyAction COO Andrew Reeves, says: “We are immensely proud of this campaign which effectively brings together each of the core pillars of what we offer as an agency.

"Our mantra is one of influencing purchase behaviour using the relevant mix of our shopper, digital, promotional, experiential and trade expertise. I can think of no better demonstration of our activation proposition than this campaign which communicates with consumers at every significant on and offline touchpoint on the path to purchase.