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Thursday 6 March 2014


For six weeks this spring, we're riding the waves of this season's surf and skate trend with our brand new SS14 campaign – Board Games. 

We're celebrating the worlds of surf and skate through a high fashion filter and we've team up with the biggest brands in the business to bring you the very best sports-inspired catwalk and streetwear collections, including some unmissable exclusives along the way. 

Board Games has now launched online and at Selfridges London and we're showcasing the campaign with dedicated displays in our Oxford Street windows, whilst The Concept Store has been transformed into The Board Room. Finally, on 27 March, the Old Selfridges Hotel will become The HTC One Skatepark – our very own half-pipe heaven. 

The HTC One (M8) Skatepark

Take your skateboard for a spin at the HTC One (M8) Skatepark, open from 27 March to 19 April. Located in the Old Selfridges Hotel, accessible via Orchard Street, the pop up indoor skate park has been specially designed with ramps, jumps and more. Available for skateboarders only, the park is open seven days a week and entry is free. All equipment is available for hire, also free of charge.

The Board Room
The Concept Store on G at Selfridges London has been turned into The Board Room – a space dedicated to over 1000 world-exclusive skateboards, including 50 very limited editions from the world's biggest brands. Stella McCartney, Rick Owens and Christian Louboutin are just some of the designers who have collaborated with us to produce a range of one-off bespoke decks and they're all available in The Board Room.

The Skateboards

Whether you're a serious skater or looking for a collectable piece of street art, we've got over 1000 skate decks to choose from. From Mawi's bejewelled design to Yohji Yamamoto's monochrome X-ray printed piece, all our decks are exclusively available at Selfridges and have been built to ride. Skate specialists Slam City Skates will be taking up residency in store to ensure your new decks are fully functional with the latest hardware.