HTC and Selfridges have teamed up to launch a new concept store and skatepark in central London to coincide with the launch of the One (M8).
The concept store will be part of Selfridges' Board Games ‘extravaganza’, and will allow customers to use and feel HTC smartphones and accessories. The concept store was designed by the Taiwanese manufacturer’s internal team.
The 18,500 sq foot skatepark is set to open tomorrow (27 March) at the entrance of the Old Selfridges Hotel on Orchard Street. The HTC One Skatepark was created in collaboration with Factory Media and is free to the public.
‘Two unique concepts’ will be brought together at the location – the first being seven iconic London street spots such as Big Ben Road Gap and Southbank’s Undercroft, and the second is a fantasy store interior with Selfridges products.
HTC VP of UK and Nordics Peter Frolund said: ‘At HTC we have an obsessive focus on delivering beautiful design that provides an integral role in daily life. 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 Skatepark.
‘We are also excited to have launched our very first concept store in Selfridges on Oxford Street. This store will help showcase why we have the most awarded product on the market and why beautiful design both inside and out is paramount to any product HTC creates.’
Selfridges buying director Sebastian Manes 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?’