Selfridges has introduced a new outdoor attraction: a 40ft climbing column outside its Oxford Street store.
- The climbing column is part of Selfridges’ summer Sportopia campaign, offering a unique outdoor activity.
- This facility is available for six weeks, accommodating groups, and has been inspired by the store’s iconic façade.
- The initiative coincides with the rise in global interest in sport climbing, following its Olympic inclusion.
- Sessions are priced at £16.50 for adults and £12.50 for children, providing an accessible adventure.
Selfridges, the renowned department store on Oxford Street, has launched a striking 40ft climbing column as an innovative addition to its premises. This new feature aligns with the store’s ongoing Sportopia campaign, enticing both locals and tourists with a blend of retail and outdoor activity.
The climbing column, available from 19 July to 26 August, is a nod to the global surge in climbing interest, particularly after its inclusion in the Olympics. Selfridges aims to capture this enthusiasm by providing an engaging and physically challenging pursuit on their iconic grounds.
Designed to resemble Selfridges’ famous store façade, the climbing column can cater to groups of up to six people at a time. This element of group participation is intended to enhance the social experience, making it a popular choice for families and friends seeking a novel adventure in central London.
Selfridges has positioned this attraction as an ‘unmissable summer holiday destination’, reflecting its strategic effort to integrate sports into lifestyle retailing. By offering a unique, limited-time experience, the store not only drives foot traffic but also enhances its brand by promoting active lifestyles.
A 45-minute climbing session is attractively priced, making it accessible to a wide audience. Adults can participate for £16.50, while children are welcomed at a reduced rate of £12.50, ensuring affordability for families.
The climbing column at Selfridges exemplifies the integration of lifestyle and retail, offering an engaging new experience.
