Selfridges has unveiled a new 40ft climbing column outside its Oxford Street store, set to remain open for six weeks.
The column, based on Edward Mews, has been designed in reference to the famous Oxford Street store façade, and comes under the retailer’s wider Sportopia activity, which sees it turn into a “sports venue like no other” over the summer.
Bookable for groups of up to six at a time, the wall, which was first scaled by grassroots group championing women in the outdoors Gorp Girls, arrives as indoor sports climbs in the Olympic line up this year, and climbing sees a huge rise in popularity globally.
Related Story
Earlier this month, Selfridges teamed up with Snapchat to introduce an augmented reality locker room to its Oxford Street store as part of its Sportopia activity.
The pop-up allows shoppers to virtually try on sports kits and interact with their favourite sports brands.
The department store also recently partnered with athletic brand Champion to open the doors to the ‘Champion Sports Bar’ under the initative.
The brand transformed its Harry Gordon’s Bar & Kitchen, located on the store’s lower ground floor, into a USA sports bar-themed venue as part of a two-month takeover.
