Selfridges teamed with the world’s happiest brand, Smiley, to create an exciting new digital promotion to launch the iconic retailer’s first shoppable app.

The app and its supporting launch campaign, which was based on expressive Smiley icons and debuted an exclusive new Smiley design direction called Nu icons, which is available only to upper tier licensees and featured a selection of icons from the brands unique dictionary of over 3,000 expressive emoticons.

This unique partnership was activated comprehensively throughout Selfridges stores in London, Birmingham and Manchester and was appropriately titled ‘Get Happy’.

The app features a plethora of exciting content including:  

• Personalised Style Inspiration – Select your favourite brands and categories for personalised style, beauty and gift inspiration, plus a first look at all the latest runaway-fresh collections. 

• Insider Events – Be the first on the guest lists for exclusive product launches unique dining experiences and one-of-a-kind celebrations with instant notifications about events in your nearest store 

• Shopping Made Easy – The Selfridges app puts the extraordinary world of Selfridges at your fingertips with a simple shopping experience, razor-sharp imagery and just a few steps to checkout. 

The Selfridges app is available to download from the Apple App Store: http://www.selfridges.com/GB/en/content/article/get-happy

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