Nike opens ‘pop-up stadium’ at Selfridges

Nike’s “pop-up stadium” in Selfridges Ultralounge is now open until the 11^th of July and will be showcasing the world cup on no less than 65 plasma televisions.

There will probably be numerous puzzled girlfriends confused as to why their normally reluctant boyfriend has suggested a trip to Selfridges. However before you consider whether he has finally been converted to an enthusiastic shopper, take a look at Selfridge’s elegant alternative for this years World Cup.

 

Rather than squeezing into an already heaving pub and attempting to catch a glance at a solitary screen this innovative idea provides another option. The sportswear brand has teamed with Selfridges to create a football haven in the middle of London featuring a wall of high definition screens complete with surround sound and an impressive 4x4 metre middle screen; any football fan’s dream.

The Nike Stadium occupies the Selfridges Ultralounge on the lower floor of the store and is themed with colours and designs taking inspiration from the Brazilian football team.

At the same time as the stadium opens, Nike is launching a concession in Selfridges which will sell the usual Nike sportswear as well as extra exclusive items, only available in Selfridges. 

There is also the all important half time entertainment in the surrounding rooms such as games consoles, football tables and a display of some of the most memorable Nike football kits sported in past World Cups.

Click on this link for more photographs: Download Selfridges and Nike photos presentation

 

Sources: Selfridges online, www.licensemag.com, Retail Week

- Annie Rawson