HTC and Selfridges join forces to launch UK’s largest FREE undercover skatepark

HTC and Selfridges have partnered for the first time to launch a unique new skateboarding arena in central London – the HTC One Skatepark enabling the general public to experience and feel the just launched HTC One (M8).

The park opens on the 27th March and is situated in the Old Selfridges Hotel – entrance on Orchard Street, W1A 1AB. The HTC One Skatepark is an ambitious retail, experiential brand collaboration placing the new HTC One (M8) at the heart of shopping, style, fashion, sport and culture. The HTC One Skatepark will be open for all to enter.

The HTC One Skatepark creates a perfect environment for people to try out the amazing image-capture capabilities of the HTC One (M8) Duo Camera, including its Zoe Highlight functionality which automatically and simply creates highlights from your photo gallery. Skaters and shoppers alike will be able to combine video and stills of skate experiences to create socially shareable content. Attendees will be able to create their own photography to share via four demo areas around the skatepark, each of which will be linked up to plasma screens around the park playing Zoe highlight films in real time.

The HTC One Skatepark has been created with sports specialists Factory Media, and at 18,500 square foot is the UK’s largest FREE undercover skatepark. The skatepark brings together two unique concepts. The first space within the HTC One Skatepark will present new interpretations of seven iconic London street spots, such as the Big Ben Road Gap, parts of the Southbank’s Undercroft and the Shoreditch blocks. The second imagines a fantasy store interior where hero products from Selfridges – including a lipstick, sunglasses and giant Selfridges carrier bag – become skateable objects.

As part of the brand and experiential partnership, HTC has also launched its first ever concept store as part of Selfridges Board Games extravaganza, where people can come feel and experience the very latest in HTC smartphones and accessories. Designed by HTC’s internal team, the concept space provides a space for attendees to experience and feel the HTC One (M8) and accessories.

Peter Frolund, Vice president of the UK and Nordics at HTC comments: “At HTC we have an obsessive focus on delivering beautiful design that provides an integral role in daily life. Working with Selfridges we felt we were in a unique place to utilise our design credentials to help develop something new and authentic in central London – the HTC One Skate Park.

“We are also excited to have launched our very first concept store in Selfridges on Oxford Street. This store will help showcase why we have the most awarded product on the market and why beautiful design both inside and out is paramount to any product HTC creates.”

“The energy, authenticity and freedom of skate culture have inspired our first fashion scheme of the year – Board Games. We are very proud to be able to offer skaters the freedom to discover a completely new London skate park as part of the concept. What better way is there to bring our Board Games vision to life?” Says Sebastian Manes, Selfridges Buying Director.

The partnership comes as Selfridges launches ‘Board Games’ as skateboarding and surfing become a main fashion influence for Spring/Summer ‘14.

HTC also has a concept store as part of Selfridges Board Games campaign where people can come feel and experience the very latest in HTC One (M8) smartphones and accessories.

Twitter Zoe Highlights Competition

HTC will be offering visitors the chance to win a new limited edition designer skateboard by the HTC design team created for the HTC One Skatepark. They need to simply submit a Zoe of their experience using HTC Zoe Highlights through Twitter. Visitors will need to post their Highlight to @HTC_UK from 27 March to be in with a chance of winning.

The HTC One Skatepark opens on Thursday 27th March and is located in the Old Selfridges Hotel – entrance on Orchard Street, W1A 1AB

For the full event and class schedule visit: www.selfridges.com/boardgames