Selfridges is celebrating spring by luring skaters and surfers with their latest SS14 campaign – Board Games. The highlight of the campaign and the talk of the town is the opening of the largest free indoor skate park in London. Selfridges has teamed up with HTC to transform the Old Selfridges Hotel into this ephemeral skate park.
Featuring rails, benches, banks and ramps inspired by the London streets, the HTC One (M8) Skatepark is a skater’s paradise. Open from 27 March until 19 April, the 18,500-sq-ft arena will welcome skateboarders only. Moreover the park is open seven days a week with free entry. More generosity is displayed by offering all the necessary equipment on hire for no extra expense. Even non-skaters who are keen to learn can visit the park, as it will also offer free lessons to beginners at weekends. The yellow stripes painted on the floor and strategically placed giant shopping bags add a touch of high end department store to the pop-up skate park.
Skaters and shoppers can step inside Selfridges’s Concept Store that has been transformed into The Board Room. A shopper’s paradise for skaters, this space has been dedicated to over 1000 world-exclusive skateboards, including 50 very limited editions from the world’s biggest brands and several one-offs too. Watch out for Stella McCartney, Rick Owens and Christian Louboutin’s take on skate boards. Some of the creations are designed to woo collectors too. Selfridges also states that skate specialists Slam City Skates will be taking up residency in store to ensure the new decks are fully functional with the latest hardware.
Vogue reports that to coincide with the pop-up, HTC has also opened its first concept store at Selfridges, where shoppers can try the brand’s latest technologies,
Take a look at the second teaser from the free HTC One indoor skatepark at Selfridges, featuring Daryl Dominguez and filmed by Dan Magee.