HOT WHEELS: Selfridges has teamed with the technology company HTC to launch London’s largest indoor skatepark, a temporary space set to open on Thursday. The 18,500-square-foot space will be located inside the Old Selfridges Hotel, next to Selfridges Oxford street store. It will feature benches, rails and ramps inspired by the streets of London. The HTC One skatepark will be free and open to the public until April 19th, and offer beginners’ lessons on the weekends. The initiative is a part of Board Games, Selfridges’ latest strategy to celebrate skate and surf culture. Selfridges has also opened a skate shop with limited edition skateboards by designers including Stella McCartney, Dries Van Noten and Rick Owens.
“London is the city that skateboarding calls home in the U.K.,” said Phil Young, a skateboarder and creative director at the sports marketing agency Prime & Fire, which designed the skatepark. “It’s always had a thriving scene, and has been able to adapt through the highs and lows of its popularity. Due to its progressive nature, skating has inadvertently become a key fashion and lifestyle influence over the last 4-plus decades, but is rarely influenced by it. Skateboarding carries with it a lifestyle that is equally at home in a purpose built West End skatepark as it is in the urban back streets of the world’s greatest city,” he added.