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Fifty professional skateboarders, including Tom Harrington, Tom Knox and Neil Smith, tested out the new skatepark, billed as the UK’s largest, which is adjacent to Selfridges’ Oxford Street store.
The project forms part of Selfridges’ 'Board Games' campaign, which aims to raise the profile of skating and surfing, and follows this week’s launch of HTC’s newest smartphone handset, HTC One (M8), which took place at Olympia London on Tuesday (25 March).
The space, built and designed by agency Prime and Fire, working alongside designers Brinkworth and park builders FourOneFour, features a space showcasing identical replicas to scale of seven iconic London street skating spots such as the Big Ben road gap, parts of the Southbank’s Undercroft and the Shoreditch blocks.
The second space is themed around a fantasy store interior and includes skateable objects based on Selfridges products such as a lipstick, sunglasses and giant carrier bag.
On the night guests were able to watch the skaters try out the new skatepark while enjoying beers and rum cocktails, with music provided by DJ Seb Chew.
Agency SSG Create also created zones at the skatepark so that guests could try out the new HTC One (M8). Attendees tested out the handset’s new camera technology as skaters performed tricks.
The company also created an app for the skatepark and HTC One (M8) launch events, which collects highlights from registered mobile phones and plays them on screens across the world. It also has the capability to share videos and pictures in social media.
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You can read more about the HTC One (M8) London launch event in the May issue of Event, which you can receive .