UK-based department store chain Selfridges has opened UK’s largest free indoor skatepark – The HTC One Skatepark – in partnership with Taiwanese smartphone manufacturer HTC.
For four weeks this spring, the Old Selfridges Hotel adjacent to the Oxford Street store will be transformed to offer an exhilarating new in-store experience as part of Selridges’ Board Games campaign, a spring scheme that celebrates the cult of skate and surf.
The 18,500 sqft bespoke park brings together two unique skateboarding concepts. The first space within the skatepark showcases identical replica to scale of seven iconic London street skating spots – like the Big Ben Road Gap, parts of the Southbank’s Undercroft and the Shoreditch blocks. The second imagines a fantasy store interior where hero products from Selfridges – including a lipstick, sunglasses and giant Selfridges carrier bag – become skateable objects. These obstacles, especially the lipstick, are arguably the first skating obstacles of this kind to be created.
The skatepark will welcome the core skate community and new recruits alike, and encourage people to celebrate and enjoy the craft, culture and importance of skating in London and the UK today. HTC will be showcasing the image-capture capabilities of its leading HTC One handsets at the skatepark, including its Zoe Highlight functionality to combine video and stills of skate experiences to create socially shareable content.
“The energy, authenticity and freedom of skate culture have inspired our first fashion scheme of the year – Board Games. We are very proud to be able to offer skaters the freedom to discover a completely new London skatepark as part of the concept. What better way is there to bring our Board Games vision to life,” says Sebastian Manes, buying director, Selfridges.
“London is the city that skateboarding calls home in the UK. It’s always had a thriving scene and has been able to adapt through the highs and lows of its popularity. Due to its progressive nature, skating has inadvertently become a key fashion and lifestyle influence over the last 4+ decades, but is rarely influenced by it. Skateboarding carries with it a lifestyle that is equally at home in a purpose built West End skatepark as it is in the urban back streets of London,” says Phil Young, skateboarder and creative Director at Prime & Fire, the action sports agency that delivered the The HTC One Skatepark.
“We’re committed to bringing stunning design experiences to everything HTC does – whether that’s our handsets or to new experiences where our customers can put those phones to the test. Working with the team at Selfridges has meant we’ve been able to create what we think is the city’s most perfectly designed skate experience – a miniature version of London’s best street spots,” says Ben Walsh, head of marketing for UK & Ireland, HTC.
Words by Farimah Moeini, Snapchat Head of Industry – Retail and Travel TheJuly 5, 2021 | By RetailME Bureau
Snapchat has been betting big on Augmented Reality’s (AR) retail future consideringJune 22, 2021 | By Jibran Chouguley
Nando’s has revealed their revamped Sheikh Zayed Road outlet where newcomers and
UAE-based Al Maya Group announced that it will be boosting import of
UAE-based grocery retail chain, Grandiose has opened its first hypermarket in Abu
UAE-based Carrefour announced its theme and plans for Ramadan 2021. The brand
Locally owned supermarket Spinneys celebrates 60 years of doing business in the
UAE-based Carrefour will become the first retailer in the region to offer new levels
The Organic Farmers’ Market is back in Bay Avenue for its 12th
UAE-based Lulu Group recently inaugurated its first-ever all-female staff store in Jeddah,
Jones the Grocer, the gourmet grocer and cheese retailer launches the Jones
UAE-based Al Maya Supermarkets is hosting a two-week food festival at select
Locally-owned supermarket Spinneys has launched its ‘Power of Plants’ initiative in the
Words by Shubhojit Mahalanobis, Director of Danube Home UAE’s tourism & hospitality sector
The upcoming weekend will be a whole lot of fun thanks to
UAE-based automotive company W Motors has been selected by Dubai Festivals and
Dubai Festivals and Retail Establishment (DFRE) will be organising the Diwali festivities
The Middle East and North Africa Leisure Attractions Council (MENALAC), the leisure
The Palm Fountain at The Pointe, a lifestyle and dining destination by
Novo Cinemas, known for providing the unique cinema experience, welcomes back moviegoers
As major players in Dubai’s travel and hospitality sectors accelerate efforts to
Dubai Shopping Festival (DSF) returns for its 26th edition from December 17
Abu Dhabi-based curator of experiences, Miral announces over 40% construction completion of
The Pointe by Nakheel will unveil a new fountain, called ‘The Palm
Comfort and safety are top priorities for Global Village, the region’s much-loved