HTC and Selfridges are to unveil a giant pop-up skatepark, the UK’s largest, in central London tomorrow following the launch of the HTC One (M8).
The Oxford Street venue, situated in the old Selfridges Hotel, will provide an opportunity for the public to get their hands on the new smartphone together as part of a retail and experiential brand collaboration.
Skaters and shoppers will be able to put the phone through its paces by utilising the devices flagship Duo Camera functionality to snap still images and shoot video – which can be shared in real-time via built in plasma screens.
Nestled amongst various London-themed skating obstacles will be HTC’s first-ever concept store as well as a fantasy Selfridges store where popular products, such as lipstick, sunglasses and the Selfridges carrier bag, are reimagined as skateable objects.
Peter Frolund, vice president of the UK and Nordics at HTC said: “Working with Selfridges we felt we were in a unique place to utilise our design credentials to help develop something new and authentic in central London – the HTC One Skate Park.
“We are also excited to have launched our very first concept store in Selfridges on Oxford Street.”
Sebastian Manes, Selfridges buying director, added: “The energy, authenticity and freedom of skate culture have inspired our first fashion scheme of the year – Board Games. We are very proud to be able to offer skaters the freedom to discover a completely new London skate park as part of the concept. What better way is there to bring our Board Games vision to life?”