For the months of March and April, skateboarding and surfing will influence what’s going on in Selfridges under the banner “Board Games”. Their aim is for this theme to immerse every aspect of the store and influence the fashion houses/brands contained within. Their windows will tell the story of the cultures celebrated inside and how they have informed the Spring/Summer collections for this year available throughout the store.
Slam City Skates are pleased to have been asked to take up residence in the Selfridges ground floor where the Concept Store has been transformed into The Board Room. Selfridges’ buying director says of the project…”Surf and skate have become essential and consistent Spring/Summer reference points. With Board Games, we have worked to harness board sports’ unmistakeable influence on fashion, lifestyle and culture. The scheme will offer a spectrum of the most extraordinary products across every department and be animated by an authentic new skate environment for London that’s open for everyone to enjoy.”
Slam’s presence will be manned by our staff members and selected clothing and shoe brands will sit beside a familiar range of hardware, there will however be exclusive items available too. One board wall will hold boards you expect to see when you visit us while another will be filled with over 50 limited edition options which are world-wide exclusives. Designers from brands housed by the store have turned their attention to skateboard decks. Expect to see designs from the likes of Stella McCartney, Sophia Webster, Hood By Air, Philip Lim, Erdem, 3.1, Isabel Marant, Kokon To Zai, Isabel Marant and Christian Louboutin to name a few. Other exclusive items are available to buy from many brands throughout the whole store. Even the food hall is transformed into a Hawaiian paradise.
Perhaps the most exciting thing to be born from this project is the HTC One Selfridges skate park. This will be housed in the Old Selfridges Hotel which will be there to be used by one and all. We will bring you more news of the park as we have it, all we can say is that there will be some unusual things to skate in there when it does open. Be sure to visit us while we are there. The location of the Concept Store is Ground Floor, Selfridges, 400 Oxford St, London W1A 1AB.