The Wonder Room was an extra-premium part of Selfridges, where footballers and oligarchs could get their hands on a pair of plutonium loafers or whatever. The phone line was real - so many oddballs called that we all had to take turns answering.
Three print ads, a special build and hundreds of handwritten postcards placed in newsagents’ windows. This campaign picked up at Cannes and D&AD, as did the centenary ad.