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Selfridges has opened an indoor skate park in its London flagship store as part of refurbishment work in its menswear section.
‘The Bowl’ has become the UK’s only free wooden indoor skate bowl with skate lessons offered for £20 per hour. Selfridges has also added The Designer Street Room to its menswear section, which aims to be gender neutral, in order to welcome women who like male fashion.
Selfridges’ skate park is fully enclosed and is located in the window of the corner which overlooks Oxford Street and Duke Street.
A custom-built Selfridges Land Rover has also been installed into the company’s displays bearing the retailer’s logo. The 18,000 sqft space is the result of customer insight and profiling to investigate how street-to-designer menswear categories are shopped, according to the retailer.
The new additions to the menswear section came after Selfridges reported the sale of 80% more men’s t-shirts in the first half of 2018 than in the first half of last year. Earlier in the year the retailer opened a full-scale boxing gym in the same store, which was coined as a department store first.
