Get Ready For Game Time At Selfridges' Sportopia
With the Euros in full swing and the Olympics just around the corner, this summer truly is all about sports. The excitement is electric, and Selfridges is getting in on the action by transforming its London, Birmingham, and Manchester stores into full-on sporting utopias.
Throughout July and August, Selfridges becomes an immersive sporting venue to celebrate this summer of sports. With an all-star lineup including Lacoste, Nike, OMEGA, Lewis Hamilton, and David Beckham, Selfridges dives into the artistry and energy of both well-known sports and niche ones like underwater rugby, fashion archery, and pub darts.
Adding to the spectacle, Artists Corbin Shaw and Anna Lomax bring their creative flair to the Orchard and Duke Street windows with sporty, custom works, while visual artist Emily Pugh adds a splash of color with Sportopia flags in the central atrium of the London store.
It's a season of excitement and discovery, blending athletic passion with artistic expression, and Selfridges is set on being the ultimate destination for it.There, you can channel Wimbledon (or Challengers) with a tennis-inspired menu at Le Club Lacoste on the Selfridges rooftop or take part in an immersive Olympic swimming pool experience with OMEGA. On the Ground Floor, Harry’s Gordon Bar is transformed into an all-American Champion Sports Bar, and throughout the store’s arcade there are sports games, table football, and even a skate bowl.
Perhaps the most impressive of all — in celebration of Selfridges' 100-year legacy two climbing walls were created for visitors to literally take their experience to new heights. From July 19, the 40-foot ‘climbing column’ in London on Edwards Mews will be bookable here for groups of up to six people. Not to be outdone, Birmingham's store will feature a challenging 30-foot climbing wall in its atrium space bookable here from July 25.
If you thought the entertainment stops there, well, you’re wrong. The Selfridges Cinema is showing all the Euros matches and sports movie classics like Bend it Like Beckham. In London, you can also run, dance, and learn how to DJ by joining the DJ-led running community Tempo or immerse yourself in a 3K run through Birmingham with the help of Better The Next Day. On top of that, you can take part in yoga sessions on the roof with Alo, skate sessions in the bowl with Off/White, or join the Gorp Girls community for climbing lessons. And, if you’re feeling crafty, there is room to be creative by upcycling sportswear with designer and stylist Chloe Baines.
Sportopia also supplies us with all the exclusive collections and products. We’re talking vintage gear, must-have merch, and collabs with top sports stars including Lewis Hamilton’s +44 line, David Beckham’s chic eyewear, and Sporty&Rich’s new boutique space. Don’t miss the limited-edition SPORTOPIA collection with home and away kits, recycled frisbees and, of course, a take on the iconic foam finger.
Whether you're here for the sports, the fashion, or just the sheer thrill of it all, Sportopia at Selfridges is the place to be this summer.
