The marketing continued on opening day itself. Touted as “London’s Greatest Store,” Selfridges immediately became a cultural and social phenomenon. From the store's soft lighting to the general absence of price tags to live music from string quartets, every detail of the opening was purposeful to draw people into the entire shopping experience and make each shopper feel unique. At Selfridges, shoppers entered another world in which they became "guests," as the store referred to them, and could purchase unique items that differed from the material goods sold in other stores. The successes of the marketing campaign and the store’s opening day highlight that Selfridges sold an entire lifestyle, not just an impressive array of material products.