Selfridges in London has unveiled a temporary climbing attraction.
- The 40ft climbing column is part of the summer Sportopia campaign.
- It will be accessible for a limited time, from 19 July to 26 August.
- The attraction reflects the iconic design of the Oxford Street façade.
- The installation coincides with climbing’s increased popularity and Olympic status.
Selfridges, a renowned luxury department store, has introduced an innovative and seasonal feature by unveiling a 40ft climbing column. This temporary attraction is strategically situated outside its flagship store on Oxford Street in central London. The installation is a significant part of the retailer’s Sportopia campaign, crafted to inject excitement into the shopping experience during the summer months.
The climbing column has been thoughtfully designed to mirror the architectural grandeur of the world-famous Oxford Street storefront. Operating for a succinct period from 19 July to 26 August, this outdoor climbing facility offers an opportunity for groups, hosting up to six climbers at a time, to engage in a unique sporting activity amidst the urban landscape.
The emergence of this climbing wall not only aligns with the sporadic rise in climbing’s global popularity but also its recent inclusion in the Olympic Games, highlighting a broader cultural interest in the sport. Selfridges aims to cater to this growing enthusiasm, establishing the column as a key summer holiday destination for Londoners and tourists alike.
The scheduling and pricing of sessions make this attraction accessible, with a 45-minute climb costing £16.50 for adults and £12.50 for children. This practical pricing strategy is indicative of Selfridges’ effort to make luxury experiences more attainable while augmenting consumer engagement through interactive in-store activities.
Selfridges’ climbing column exemplifies a dynamic approach to retail, blending sports and shopping in a high-traffic urban setting.
