Selfridges ramp it up at the launch of their undercover free pop-up skatepark, HTC One
Bringing the streets indoors, Selfridges launched their massive free entry pop-up skatepark last week as the final and crowning installment of the store’s Board Games takeover celebrating skate and surf culture. For the next four weeks, the Old Selfridges Hotel on Orchard Street will be the HTC One Skatepark at Selfridges, London’s largest undercover free skatepark. Envisioned by action sports agency Prime & Fire and created by a team of skate specialists, the park invites both the core skate community and aspiring skaters to skate a series of iconic objects.
The importance of seven of London’s best skate spots can be felt across the 18,500 square foot space in smaller-scale interpretations of places like the Big Ben Road Gap, the Moorgate handrail and Euston Bank, but skaters can also practice their tricks on skateable pieces inspired by Selfridges’ store interior, like a giant carrier bag and a pair of supersize sunglasses. The space offers skate lessons and beginners only sessions, and you can pick up one-off decks from the Board Room on the ground floor of the Selfridges store itself, where Slam City Skates have taken up residence.
And courtesy of the Zoe Highlight function on HTC One handsets, skaters will be able to capture their tricks on video and stills and upload content to social media for a chance to win a limited-edition board.
For skate lesson slots and opening times, visit www.selfridges.com/boardgames