The Flipside is the multi-sensory exhibition about luxury at The Old Selfridges Hotel in London

The exhibit, part of Selfridge’s Radical Luxury campaign that explores the meaning of luxury, offers an extraordinary experience in collaboration with some of the most innovative brands around.

The Flipside opened this past April as part of Selfridge’s Radical Luxury campaign, which aims to delve into what luxury its today and what it will be tomorrow. This conceptual exhibition takes visitors on a multi-sensorial journey to experience altered states of luxury in collaboration with seven leading global brands. Imagination and dreams take form in Thom Browne’s installation as he explores the act of creation.

Loewe presents a sculptural forest with sprouting plants in a green vision of the future while Byredo prizes water. Gareth Pugh uses film to break away from boundaries and escape. Award-winning bartender Mr Lyan puts his audiences through a series of sensory tests through which he prepares a personalized cocktail based on their results. Louis Vuitton brings their heritage to table focusing on travel.

Google Pixel 2 takes visitors on an introspective examination of their luxury self. In this exhibit, luxury becomes something sensory, magnetic and transient as visitors walk past creations and installations that tantalize their senses.

The Flipside takes place at The Old Selfridges Hotel in London until 20^th May.