Selfridges has just launched a new designer streetwear department within its iconic London flagship – and it features the UK’s only permanent and free indoor wooden skate bowl.
While The Designer Street Room is the newest addition to the menswear floor, the luxury retailer indicated it was gender-neutral, with female shoppers who like to men’s fashion welcome to shop there as well.
The new space offers luxury, street and progressive fashion while being anchored by a custom-built Land Rover and the UK’s only free and permanent wooden skate bowl.
The skate bowl is also fully-enclosed and installed to sit in the window overlooking the corner of Oxford and Duke streets.
Selfridges said the 18,000sq ft space was the result of customer research and insight that profile the way street-to-designer menswear categories are shopped today and would increasingly be shopped in the near future.
The Designer Street Room was also created after the department store sold 80 per cent more men’s t-shirts in the first half of 2018 compared to 2017.
The new space, especially the indoor skate bowl, is part of a range of new unique customer experience initiatives introduced by Selfridges to drive footfall and and sales amid a turbulent climate for British department stores.
Earlier this year, it opened what it purported to be the world’s first boxing gym within a department store – a pop-up feature that grabbed headlines.