Uk department store, Selfridges is transforming its stores into vibrant sports venues, this summer, with the launch of Sportopia, a series of immersive experiences designed to attract shoppers.
Running through July and August, Sportopia features collaborations with major brands, offering visitors unique activities and the chance to connect with sporting icons and grassroots communities, the retailer said.
By introducing on-site experiences across its London, Manchester and Birmingham stores Selfridges is aiming to enhance the overall customer experience and encourage greater footfall into its brick-and-mortar outlets.
Its newly-addeded entertainemnt features include a sports bar, a tennis experience, an Olympic swimming pool setup, and a 40-foot climbing wall that allows visitors to even scale the walls. Selfridges added that shoppers can also expect an array of brand launches and events featuring Nike, Lacoste, Champion, and sporting legends like Lewis Hamilton and David Beckham.
The initiative extends beyond mere shopping, with Selfridges’ iconic Oxford Street store hosting a rooftop Wimbledon viewing area, an immersive Olympic swimming experience by OMEGA, and a Champion Sports Bar. Across the stores, visitors can engage in various sports-themed activities, including parkour, pub darts, underwater rugby, and augmented reality experiences.
Among the featurs, shoppers can also digitally try on Selfridges sports merch as well as its favourite football kits at Snapchat’s Augmented Reality (AR) Locker Room at the atrium on 3. Additionally, a QR code will let them save and share their favourite looks with friends and family.
