This summer, Selfridges launches Sportopia, inviting shoppers to put down their shopping bags and instead opt to ascend a 40 ft climbing column or try on football merch at Snapchat’s Augmented Reality (AR) Locker Room. Over July and August, the UK department store transforms its London, Manchester and Birmingham locations into sporting venues, encouraging visitors to socialize and play.
“We are ready for a huge celebration of sport at Selfridges this summer,” Laura Weir, chief creative at Selfridges says in a release. “Sportopia presents a universe of leisure and recreation, inspired in turn by major international sporting events, by local, grassroots sporting communities and by the fascinating culture of brand and fandom.”
